Marketing to MelZ's 


How Startups Can Really Connect With 17 to 30 Year Olds Today to Build a Loyal Customer Base


The MelZ Traits To Remember

Yup. We mean politically. As a politically interested and engaged generation, MelZ's are keying into how they can influence the political climate beyond their individual votes. As they start to make bigger and bigger purchases in their adult lives, they’re becoming more cognizant of the fact that noteworthy brands and big companies have substantial political sway, often implementing lobbyists in DC. Effectively, this means that by directly or indirectly supporting a company, MelZ's recognize they are ultimately aligning with the brand’s values and supporting its societal, environmental, and financial agendas.

How should Startups work this information into their business and marketing strategy?

Highlight the capabilities of your product and its features.

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MelZ's are voting with their wallets

If a Startup can offer more brand collaborations or create more exclusive lines of products, they will have an unfair advantage to get a loyal customer base, get repeat sales and gain massive traction.

We tell our clients that they need to start creating and measuring their customer interactions in terms of Positive Emotional Connections (PECs). In other words, you’ve got to give MelZ's what they want, how they want it, when they want it, and where they want it to evoke some “positive vibes.” Here a few examples of folks who are doing things right. 

67% of GenZ's are shopping brand collaborations compared to the other half of consumers overall

According to True Luxury via Fashion Network, 2019 -- The nature of collaborations really appeals to their desire for exclusive items, and since they know they can resell them or even flip them for a profit, it aligns with their pragmatic focus on ROI. 


Take A Stand

Consider the loyal followership of companies like Dr. Bronners, that focus quite a bit on activism. This company intentionally works to pay living wages to its employees and implement profit-share. 

As MelZ has an established interest in the betterment of society, brands who work like this are growing significantly in profit.

Start Measuring Your PEC's

This demographic also has a distinct interest in eco-friendly, clean, green, and sustainable products that support or give back to the world we all live in. For these reasons, companies that are re-gearing their services and goods to be more environmentally friendly are being rewarded, and the ones who aren’t are losing customers. It comes down to even small things like MelZ's are more likely to avoid frequenting coffee shops that have not made the adjustment to eliminate plastic straws. 

Care for the Environment 

In summary, MelZ's truly are looking for positive emotional connections to the brands that fill their lives.

To be successful in this demographic, we encourage our clients to intentionally evaluate what their company stands for, and more importantly, what it does not stand for. Then, identify what you are comfortable vocalizing to your following and how you would like to communicate it with your clientele — be it serious, goofy, or somewhere in between. Lastly, always remember to keep it green when you can, stay fair where it counts, and keep it real always. 

When it comes to who has the most impact from a marketing perspective, we hone in on the most profitable range of them all - the 17 to 30-year-olds of today, lovingly referred as "MelZ's"

MElZ = Older GenZ + Millenials 2.0

Below are highlights of some of the recommendations we keep in mind when conducting marketing strategy workshops for our clients.

AND MOST IMPORTANTLY...

MelZ's are responsible for $143 Billion in Direct Spending

Research & Markets says that GenZ alone has more than $143 billion in Direct Spending Power - thats your 17 to 23 year olds today. Add this to the younger millenials - the 23 to 30 year olds and the amount easily doubles itself. 


The most successful brands or unicorn startups have always succeeded because they have really honed in, advertently or inadvertently, on one small section of the 17-30-year-olds at the time. 

Sometimes this means they focused solely on 25-30-year-olds, as this demographic has the highest disposable income and is in the midst of creating life-long habits. 

Other times, it means strategizing towards just 20-25-year-olds. With less disposable income than their slightly older colleagues, this age group is most likely to convert into a loyal following for low-priced D2C products.

MelZ's truly view their brands of choice as extensions to their personalities

Ok, but what does that mean? For one thing, 58% would pay a premium price for products and services that highlight their identity. In the age of micro-influencers and constant access to news and media, MelZ's believe the brands they eat, drink, and wear directly tell others about who they are and what they care about. This means they tend to be hyper-conscious of what a brand represents, and it’s not just specific to the big players. This line of thinking trickles down to smaller businesses as well. So, for a MelZ to really follow a brand, it must resonate with their value and belief system as well as their self-perceived personalities.

Startups and Growing Companies are different than established brands in that they don’t have the luxury to focus on multiple, different generations at the same time.

This generation values authenticity. For real.

78% of GenZ's seek authenticity as an important quality in brands and 84% trust a company more if they use real customers in their ads -- More and more, the younger Millennials and older GenZ's are becoming disenchanted with the staged content they see in their social media feeds. In efforts to normalize, well, normal things — they’re stepping over overly filtered imagery for visual content that incorporates natural light, low-editing, and indiscernible photoshopping. They gravitate towards spontaneity and balance “living my best life” posts with deliberate playful content that project authenticity.

MelZ's expect their brands to be consistent and relevant.

The Center for Generational Kinetics, “Reality Bytes 2019” mentioned that 82% of Generation Z is more likely to purchase from a company that provides consistent and relevant content. If you’ve noticed a newer trend on social media to post longer, more thoughtful captions with a willingness to address once-taboo topics (like mental health, sexuality, etc.) this is why. To use their own language, MelZ's give a sh*t about companies who give a sh*t, and are attracted to those that make a clear effort to build a positive culture on social media. This means they are actually stopping to read what a brand puts out there, rather than simply giving a 150-character-or-less post a “thumbs up.”

According to McKinsey, 58% would pay a premium price for products and services that highlight their identity.

MelZ still loves retail but only if it’s customized, artsy, or one-of-a-kind.

When Millennials were coming of age, everyone was scared that the publishing industry wouldn’t survive. While it might have dipped in the beginning, the smarter publications had the foresight to change their business model and adapt to the new landscape by expanding their definition of “publication.” This word is now inclusive of things like audiobooks, podcasts, videos, and more. Similarly, the MelZ’s are bringing this same evolution to retail.

Growing up as a generation that has always had access to the internet and is extremely comfortable purchasing online, MelZ's still value in-person connections and enjoy retail. Nevertheless, it needs to meet them where they are. MelZ's move quickly, meaning companies need to work harder to stand out in their day-to-day lives. Ultimately - this manifests as the need for more customization than ever before.

GenZ's are 1.27 times more likely than the average consumer to be interested in urban and modern art

According to the Global Web Index, GenZ, 2019,  Partnering with established museums and art institutions is not just something established brands are doing. Startups are now getting in on the action, too. As an example, when Weedmaps created a pop-up museum called The Museum of Weed with the MelZs, it became so popular that the company ultimately made it a permanent fixture in San Francisco. Today, the museum serves as their main marketing strategy.

42% of this generation want the ability to design unique products and 64% think brands should offer personalized experiences

According to National Retail Federation, “What Do GenZ Shoppers really want", 2018 and Adobe, “15 Mind Blows Stats about GenZ",  2019 want options where they can be more creative, create their own personalized experiences and products and if a Startup can offer more personalized, custom design products, it will definitely capture the interests of MelZ's. 

Want someone to review your Company's Marketing & Customer Acquisition Strategy to ensure its resonating with MelZ's?

Feel free to schedule a free consult with us and we would be happy to review.

Foundery5 Marketing Design Agency

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Is your Startup ready to connect with MelZ's?

© 2020 Foundery5

SCHEDULE A FREE CONSULT
Trait 1

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This generation values authenticity. For real.

78% of GenZ’s seek authenticity as an important quality in brand and 84% trust a company more if they use real customers in their ads -- More and more, the younger Millennials and older GenZ's are becoming disenchanted with the staged content they see in their social media feeds. In efforts to normalize, well, normal things — they’re stepping over overly filtered imagery for visual content that incorporates natural light, low-editing, and indiscernible photoshopping. They gravitate towards spontaneity and balance “living my best life” posts with deliberate playful content that project authenticity.

Trait 2

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1

MelZ's truly view their Brands of Choice as extensions to their personalities

According to McKinsey, 58% would pay a premium price for products and services that highlight their identity.

Ok, but what does that mean? For one thing, 58% would pay a premium price for products and services that highlight their identity. In the age of micro-influencers and constant access to news and media, MelZ's believe the brands they eat, drink, and wear directly tell others about who they are and what they care about. This means they tend to be hyper-conscious of what a brand represents, and it’s not just specific to the big players. This line of thinking trickles down and across to smaller businesses, too. So, for a MelZ to really follow a brand, it must resonate with their value and belief system as well as their self-perceived personalities.

Trait 4

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Trait 3

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3

MelZ's are voting with their wallets

Yup. We mean politically. As a politically interested and engaged generation, MelZ's are keying into how they can influence the political climate beyond their individual votes. As they start to make bigger and bigger purchases in their adult lives, they’re becoming more cognizant of the fact that noteworthy brands and big companies have substantial political sway, often implementing lobbyists in DC. Effectively, this means that by directly or indirectly supporting a company, MelZ's recognize they are ultimately aligning with the brand’s values and supporting its societal, environmental, and financial agendas.

4

MelZ's expect their brands to be consistent and relevant.

The Center for Generational Kinetics, “Reality Bytes 2019” mentioned that 82% of Generation Z is more likely to purchase from a company that provides consistent and relevant content. If you’ve noticed a newer trend on social media to post longer, more thoughtful captions with a willingness to address once-taboo topics (like mental health, sexuality, etc.) this is why. To use their own language, MelZ's give a sh*t about companies who give a sh*t, and are attracted to those that make a clear effort to build a positive culture on social media. This means they are actually stopping to read what a brand puts out there, rather than simply giving a 150-character-or-less post a “thumbs up.”

67% of GenZ's are shopping Brand Collaborations compared to the other half of consumers overallGenZ's are 1.27 times more likely than the average consumer to be interested in urban and modern art42% of this generation want the ability to design unique products and 64% think brands should offer personalized experiences

67% of GenZ's are shopping Brand Collaborations compared to the other half of consumers overall

According to True Luxury via Fashion Network, 2019 -- The nature of collaborations really appeals to their desire for exclusive items, and since they know they can resell them or even flip them for a profit, it aligns with their pragmatic focus on ROI. 

GenZ's are 1.27 times more likely than the average consumer to be interested in urban and modern art

According to the Global Web Index, GenZ, 2019,  Partnering with established museums and art institutions is not just something established brands are doing. Startups are now getting in on the action, too. As an example, when Weedmaps created a pop-up museum called The Museum of Weed with the MelZ's, it became so popular that the company ultimately made it a permanent fixture in San Francisco. Today, the museum serves as their main marketing strategy. 

42% of this generation want the ability to design unique products and 64% think brands should offer personalized experiences

According to National Retail Federation, “What Do GenZ Shoppers really want, 2018 and Adobe, “15 Mind Blows Stats about GenZ 2019 want options where they can be more creative, create their own personalized experiences and products and if a Startup can offer more personalized, custom design products, it will definitely capture the interests of MelZ's. 

Be Authentic

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Take A Stand

+

Care for the Environment

+

Take A Stand

Consider the loyal followership of companies like Dr. Bronners, that focus quite a bit on activism. This company intentionally works to pay living wages to its employees and implement profit-share. 

As MelZ has an established interest in the betterment of society, brands who work like this are growing significantly in profit.

Care for the Environment 

This demographic also has a distinct interest in eco-friendly, clean, green, and sustainable products that support or give back to the world we all live in. For these reasons, companies that are re-gearing their services and goods to be more environmentally friendly are being rewarded, and the ones who aren’t are losing customers. It comes down to even small things like MelZ's are more likely to avoid frequenting coffee shops that have not made the adjustment to eliminate plastic straws. 

MelZers are looking to see themselves reflected back in marketing imagery and messaging. This means eliminating unrealistic beauty standards and implementing diversity. The beauty and lingerie industries are noticeably shifting to a more diverse and accessible landscape, incorporating people of varying shapes, sizes, and colors in their product campaigns. Two organizations that do this right are mega-star Rihanna’s cosmetics company Fenty Beauty and Third Love lingerie. Ultimately, the more MelZs can relate to a brand, the better. 

Be Authentic

MelZers are looking to see themselves reflected back in marketing imagery and messaging. This means eliminating unrealistic beauty standards and implementing diversity. The beauty and lingerie industries are noticeably shifting to a more diverse and accessible landscape, incorporating people of varying shapes, sizes, and colors in their product campaigns. Two organizations that do this right are mega-star Rihanna’s cosmetics company Fenty Beauty and Third Love lingerie. Ultimately, the more MelZ's can relate to a brand, the better. 

Be Authentic

MelZers are looking to see themselves reflected back in marketing imagery and messaging. This means eliminating unrealistic beauty standards and implementing diversity. The beauty and lingerie industries are noticeably shifting to a more diverse and accessible landscape, incorporating people of varying shapes, sizes, and colors in their product campaigns. Two organizations that do this right are mega-star Rihanna’s cosmetics company Fenty Beauty and Third Love lingerie. Ultimately, the more MelZ's can relate to a brand, the better. 

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