This year, « Gen-Z are set to overtake Millennials as the biggest generation globally, » writes Kian Bakhtiari of CMO network. He adds, however, that we shouldn’t think of young people as a marketing segment, because they’re not: « The digital age has enabled the creation of modern tribes, united by a shared mindset, rather than age or location. »
Demographic information alone is no longer as important. Add in different behaviors, attitudes and needs of young people, along with the fact that they are often « invisible » and populate social media platforms—and you have a more complicated yet authentic way of understanding your customer base. The fact that Bakhtiari’s byline in Forbes magazine states he writes about marketing through a « Millennial and Gen-Z lens » is proof of his message. Read his entire article, « Stop Marketing to Millennials or Gen-Z and Start Marketing to Tribes » to better understand this mindset shift.