As generations move through different stages of life, the way we tell them evolves. It is a unique challenge to consider how to attract different generations of customers as buyers of our products and services.

The next generation of 12- to 27-year-olds, also known as Generation Z, are changing the way companies do business. We must understand that this generation embraces different values ​​from those that came before and favors alternative trends. For continued success, businesses must prepare to meet the needs of this demographic group as it grows and changes.

As Gen Zers enter adulthood, they are making purchasing decisions that have an impact on the bottom line. This means it is time for franchisors to consider ways they can adjust their practices to accommodate this market segment. Here are specific ways businesses can appeal to Gen Z:

Focus on authenticity

It's not enough to just say you do or support something – you have to do it in a way that's transparent and authentic to your customers. Gen Z, in particular, favors brands with strong values ​​that are displayed through customer reviews, digital marketing, social media and advertising, as well as through real-world brand actions.

For example, don't just say that you offer work-life balance and flexibility to potential employees. Showcase it on social media with posts that highlight how your organization's benefits and programs support employees who are working parents. Emphasizing a supportive work environment that offers wellness programs can address this generation's desire for a mental and physical health focus that is supported by the brands they love. When a brand supports its workforce, it is putting its words into action.

Stay at the forefront of technology

With a focus on convenience and speed, Gen Z is fully immersed in innovation and technology. Their digital-first approach means that companies must place equal emphasis on social and digital development, making it a top priority. Mobile ordering, digital tour planning, social media engagement, e-commerce and app integration are just a few things to focus on when marketing to Gen Z.

The ability to be nimble when it comes to advancements in the technology space is a competitive advantage that can set a company apart in the eyes of consumers. Artificial intelligence, for example, is a key area to practice this kind of adaptation. Stay open to all developments that will propel your company forward in the eyes of a tech-savvy generation.

Mitigate risk

According to Emarketer's Gen Z's path to purchase According to the report, Gen Z consumers conduct a lot of research before making purchase decisions and are typically not impulse buyers. Their focus on risk awareness and mitigation efforts means it's essential to provide them with enough information to make them feel comfortable with their purchasing decisions.

Personalization of that experience is a big factor in Gen Zers' shopping journey—they want a website that provides personalized recommendations in real-time. And they are more willing to share their data for this purpose. If a brand experience doesn't meet their needs, they're prepared to look for others that will. Although they are used to sharing data more easily, these consumers are still very privacy conscious. They are more open to sharing data if they receive a reward such as a discount or unlock more personalization features. Helping this group of consumers feel comfortable making a purchase decision and sharing data is necessary to win their business.

Take action in the community

Gen Z is big on community engagement on a large and small scale. They like to see a brand participating in sustainable sourcing and local partnerships to maximize its social impact while also doing good within the communities it serves.

Environmental friendliness and sustainability are two values ​​that can attract a socially conscious Gen Z consumer and entrepreneur to your exclusive brand. A company that says it values ​​sustainability but has a high carbon footprint will not authentically meet consumers who are willing to investigate. Make sure what you're doing is consistent with your brand values ​​and not just something that looks like you're active in this space – discerning consumers can tell the difference.

IN Kiddie Academywe truly value our corporate social responsibility efforts—whether it's creating a community fund to help teachers during difficult times or helping our franchise locations host local fundraisers—and we share them loudly and proudly so that customers and franchisees can see if their values ​​match ours.

As a franchise marketing to a rising generation, you're not just selling your product or service, you're selling your brand. Make sure you're learning and embracing what Gen Z finds important to strengthen your business and grow your customer base.