Pay attention to the last letter of the alphabet! Because they currently make up almost 25% of the total population in Turkey, and since they are the first generation born entirely in the internet age, they grab all the information very quickly, decide very quickly whether to use it or not, and look forward to new information and experiences. The long-term memory available in the Y generation is very little in the Z generation. On the other hand, the Z generation uses their short-term memory more effectively than the Y generation. Although their awareness is very high, their attention span is limited to seconds. This means; Brands need to pinpoint in order to attract the attention of this audience and win them over. They are currently graduating from university and preparing to join business life. Even today, they have become one of the strongest consumer forces on the market. So, what should we consider in order to better understand and know the consumer behaviors and preferences of the Z generation, which shapes today and the future, and to interact by using what we know in the most effective way?
For the Z generation, the experience offered by the brand is more important than the brand itself. A stronger selection criterion is what kind of experience the product or service will offer. As new consumers, they do not have a specific brand preference, giving companies the opportunity to promote themselves and gain their trust in a way that connects them with Generation Z. In order to gain trust and loyalty from this generation, it is necessary to create an environmentally friendly business model that demonstrates its commitment through action and is consistent for sustainability. Because they rely more on actions than words; It is more likely to wait for an item to be on sale than to buy it at the current price. While the previous generation had more impulsive behaviors in spending money, Generation Z is more inclined to spend pragmatically. However, we can say that they are more willing to spend money if they believe it will support a local retailer or help the environment. They care about their appearance and therefore they want to uniquely reveal their identity and make it visible through their purchasing preferences as well as being a consumer. Since an image is worth a thousand words for the Z generation; visual communication takes precedence over messaging in communication options. You should consider the mentioned criteria in order to be included in the long-term memory of the Z generation. You should consider the last letter of the alphabet. New generations are coming, society is changing. You can’t keep up; you count in your place.