Menu
Starting a Business
Our Top Picks
Our In-Depth Reviews
Finance
Our Top Picks
Our In-Depth Reviews
Explore More
Human Resources
Our Top Picks
Our In-Depth Reviews
Marketing
Our Top Picks
Our In-Depth Reviews
Technology
Our Top Picks
Our In-Depth Reviews
Business Basics
Our Top Picks
Our In-Depth Reviews
Business.com aims to help business owners make informed decisions to support and grow their companies. We research and recommend products and services suitable for various business types, investing thousands of hours each year in this process.
As a business, we need to generate revenue to sustain our content. We have financial relationships with some companies we cover, earning commissions when readers purchase from our partners or share information about their needs. These relationships do not dictate our advice and recommendations. Our editorial team independently evaluates and recommends products and services based on their research and expertise. Learn more about our process and partners here.
Generation Z and the Future of Print Marketing
Learn about Gen Z's buying preferences and how to use print media to attract these consumers.
Table of Contents
Just when marketers and small businesses have figured out how to market to millennials, a new demographic is capturing their attention. Gen Z is a budding consumer powerhouse cohort that, according to NielsenIQ, is expected to reach $12 trillion in buying power by 2030.
Gen Z is known for being digitally attuned and culturally diverse, and you can’t talk to them the same way you’d talk to other generations. We’ll examine Gen Z’s buying preferences and how businesses can use print media to attract these consumers.
What is Generation Z?
Generation Z, typically defined as those born between 1997 and 2012, now includes individuals in their teens to mid-20s. Many of them have already entered the workforce or are pursuing higher education. According to the NielsenIQ data cited above, by 2030, Gen Z will comprise 30 percent of the global workforce.
Here are some notable Gen Z facts marketers should be aware of:
- Upbringing influences: Gen Z’s upbringing was guided by the Great Recession, low unemployment rates, attentive parenting and lifelong access to the internet and smartphone technology. These influences have shaped their principles and how they make buying decisions.
- Tech-savviness: Since Gen Z was born into an era of technology, they’re exceptionally tech-savvy. They expect their tech to work correctly and are disappointed when it doesn’t.
- Respect expectations: Gen Z is used to being treated with respect and will abandon companies that don’t meet their standards.
- High standards: Gen Z doesn’t have the same sense of brand loyalty that millennials have, so they’re unlikely to give companies a second chance. For that reason, you should use Gen Z’s high standards as a barometer for your service and product quality.
- Authenticity expectations: This group is also more discriminating when it comes to marketing. “Gen Z prefers personalized and interactive content over traditional, one-size-fits-all ads,” explains Kaveh Vahdat, founder and president of RiseOpps, a fractional CMO agency. “Growing up with social media, they’re skeptical of inauthentic advertising and are quick to skip or block ads that don’t resonate. They value genuine engagement and expect brands to be transparent and relatable.”
Why Gen Z may prefer print media
Marketers must approach Gen Z differently than other cohorts, taking into account the massive amount of content at their disposal — and their slightly shorter attention spans. However, while print media isn’t a new marketing development, it may have a unique appeal to Gen Z.
Here are a few reasons why print media may be an effective way to market to Gen Z:
- Gen Zers need tools to help them focus. Because Gen Z grew up surrounded by multiple screens, they recognize the need to unplug occasionally. Print media offers a break from the constant digital noise, allowing them to focus better. Much like printed coursework and research articles help Gen Z concentrate on a task, print ads can capture their undivided attention once in their hands.
- Print is Gen Z’s preferred learning medium. According to DirectTextbook, 62 percent of college students prefer print textbooks over digital course materials. They consider print easier to read, annotate and learn from. Readers tend to skim onscreen text, whereas physical text encourages more engaged and in-depth reading. Conveying your brand’s message through your demographic’s preferred medium can create a powerful connection.
- Gen Z likes cross-channel communications. For a generation accustomed to seeing everything digital, print media is something they view as nontraditional marketing. Play on Gen Z’s attraction to variety when you use printed marketing media to give them a refreshing, outside-the-box look at your brand’s message.
- Print media represents authentic media. Younger generations can sense when people and brands are inauthentic. Since they grew up in a digital landscape, both Gen Z and millennials value authenticity in a way previous generations did not. “Print offers a tangible, aesthetic experience in a digital world, making it feel more authentic and memorable,” Vahdat explained. “Gen Z enjoys the retro appeal of physical media and values the intentionality behind print, seeing it as less intrusive than online ads.”
- Print provides a tactile experience. The sensory elements that make print unique — like touch, sight and smell — can’t be recreated on digital devices. For Gen Z, tangible media gives them a physical way to assess the product’s quality or personality.
- Physical media has a longer shelf life. The physical nature of printed marketing media affords it a longer shelf life than digital ads, which come and go in seconds. Whether you’re advertising with flyers, postcards, letters or magazine ads, the physical copy is there until it’s put into the recycling bin. This gives Gen Z more opportunity to consider and connect with your brand.
- Gen Z prefers personalization. Print is a highly customizable medium on which you can tailor personalized messages that speak to Gen Zers. Tactile print leaves room for media interaction like puzzles and quizzes, not to mention the possibilities for different formats. Well-laid-out print media is straightforward, uncluttered and appeals to Gen Z’s instant-gratification mentality.
How to use print media to market to Gen Z
No matter how many technological advancements we see in our lifetime, print media will likely continue to have a place in marketing, even if combined with digital marketing strategies. Though messaging and design will continue to evolve, the fundamentals of physical media will remain the same.
Here are a few ways to use print media to appeal to Gen Z:
- Provide coupons: Gen Z is known for being thrifty and valuing financial stability more than other generations. If you run a brick-and-mortar store, coupons can drive engagement and retention with Gen Z consumers and foster customer loyalty.
- Send direct mail: Gen Z is surprisingly responsive to direct mail marketing. Ironically, they grew up so heavily surrounded by technology that direct mail — including direct mail marketing postcards and letters — offers a more personal touch to them. If you need help with your direct mail campaign, consider using a direct mail marketing service to take the hassle out of spreading brand awareness.
- Use testimonials: Peer groups strongly influence Gen Z’s buying behavior, and they value testimonials from real people. Sending them direct mail with testimonials from real-life customers could improve your marketing ROI and be an effective way to reach Gen Z.
- Make it interactive: On average, you have about eight seconds to catch and keep Gen Z’s attention, so look for ways to make your print marketing interactive. For instance, you might find ways to incorporate gamification and social media mentions into your print marketing. “Integrating print with digital strategies is key — think QR codes or AR links,” added Vahdat. “Sustainability also matters to Gen Z, so using eco-friendly materials in print campaigns resonates.”
