Almost half (47%) of UK businesses are finding it difficult to market to Generation Z, according to a survey by affiliate network Awin.
The responses of 1,000 UK business marketers reveal that 89% of them switch up their ad strategies depending on the generations they are targeting.
61% of respondents admitted that they found it easier to target to their own generation.
Among the reasons for why Gen Z is being viewed as more difficult to reach include use of adblocking technologies (26%), shorter attention spans (23%) and their unpredictability (19%).
“Generation Z as a group not only represent a more unchartered territory for marketers, they also epitomise a group that’s more aware that they are being targeted to, and therefore less receptive of brands’ attempts to reach them,” explained Ian Charlesworth, UK country manager at Awin.
At the same time, brands were “all too aware” of Gen Z soon becoming a large targeting group.
“So it makes logical sense that marketers are turning their attention to and investing more money into this valuable group of decision makers. Inevitably all generations are going to consume media campaigns differently, and that is why it’s so important to consider all avenues when it comes to generational targeting,” he added.
Among the second most difficult group to target marketers identified Baby Boomers (23%), followed by Gen X (16%).
77% of businesses do not target to the Silent Generation.
Millennials came out on top (36%) as the generation easiest to target to, followed by Gen X (30%) and Baby Boomers (19%).
Reasons included easier reach online (22%), higher engagement among Millennials (18%) and the group being more predictable (16%).
By sector, the telecoms sector finds it harder to reach Gen Z (61%), whilst the beauty industry found it easiest to reach Gen Z (53%).
Overall, 71% of businesses are planning to up their business spend to reach Gen Z over the next 12 months. Strategies include social media (22%), using influencers (20%) and boosting transparency (15%).