Member Article

How to engage with Gen Z

Gen Z – people born between 1997 and 2012, are an emerging economic power house. Globally, the group spends an estimated $143 billion a year and indirectly influences $333 billion in household spending annually, according to a Barkley report. Moreover, a McKinsey study shows that they also have strength in numbers, now accounting for nearly 40 per cent of consumers. Add to this the fact that they are, according to research by WARC, the most socially responsible consumer demographic and you have a very important emerging donor base for charities.

They are already an active cohort having donated over £2.2 billion to UK charities in 2019 and a study by Blackbaud found that 40 per cent were planning to increase their donations the following year (although this was before the reality of Covid), which was more than double of any other age group. Additionally, Gen Z go beyond monetary donations – they are keen volunteers too. Prior to the pandemic, a CAF survey showed more of this generation volunteered for a charitable cause (39 per cent), than watched the last season of Love Island (30 per cent) and almost quarter (24 per cent) volunteer on a regular monthly basis.

So how should charities engage with this hard to reach audience? The good news is that they are one of the most responsive audiences to direct mail. Despite being digitally native, they are not digital exclusive. The fact that throughout their lives they have received very few tangible letters through the post, means that they respond well to a personalised approach through the letter box. And their affinity with the medium during lockdown has grown.

JICMAIL stats show that this group had the highest reportable level of trust, with 44.7% stating they trusted the content they interacted with via mail. And they are 40 per cent more likely to say that mail can change their mind about an organisation than the average UK adult. Yet currently, they are half as likely to be targeted by the mail due to the belief that they respond better to digital channels. Clearly there is an opportunity here!

Generation Z is an interesting and exciting audience for charities and one that can be ill afforded to be over looked!


This was posted in Bdaily's Members' News section by The Production Hub .

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