Gen Z started around 1996 and continued to hit the scene until 2011 or 2012 when Michael Phelps received his last gold medal in London. Now spanning the ages of ten to mid-twenties, this group is leading the social media space and the technology that powers it. As the first generation born into the digital age, Gen-Zers play an influential role that will shape the future of the industry. In turn, tech companies are taking responsibility for mitigating potentially harmful online influences on this dynamic generation.
Gabb Wireless was founded to empower young people to thrive, connect with their families, and secure the life skills needed for digital balance. To learn more about their mission, I visited their CEO, Nate Randle.
Jeff Fromm: What motivated you to focus on developing products for today’s youth?
Nate Randle: Gen-Z grew up on digital platforms, and one obstacle to their success is the result of being constantly plugged in. The unintended consequences of this digital connection are profound. They haven’t had the opportunity to develop self-regulation, to know when to protect themselves from harmful content. This generation needs the space to form healthy, meaningful and lasting relationships, relationships that can only happen off screen.
From: How has being a parent of Gen-Zers yourself influenced the way you handle Gabb Wireless?
Randle: I’m the father of amazing kids, and like most families, we struggle to manage the use of technology in our home. I do everything I can to keep my children safe, but I also want them to understand the world they live in. Gabb was founded to provide parents with peace of mind, and we also support families with resources that promote open dialogue. And my children don’t hesitate to tell me how we can improve.
From: What’s unique about marketing to parents of this generation?
Randle: Parents of Gen Z children recognize the dangers of the digital world and are looking for thoughtful solutions. It’s important for marketers to be aware of this and raise awareness about the impact of too much technology too soon. We need to listen to children’s struggles and barriers, and then provide families with tools to address those issues.
From: What marketing trends do you see emerging in Gen-Z?
Randle: The old method of advertising isn’t going to cut it with this demographic. They’ve never known a world without a touchscreen, and they’re used to having all the information they want at their fingertips. We need to meet them where they are and where their minds and priorities come together.
Being the most diverse generation in history, Gen Zers expect companies to have a clear stance on issues and communicate authentically about the impact they are having on their community and society. ‘environment. This generation knows its power and is not afraid to speak with its pocket money or social media accounts. Brands need to earn every dollar and dollar, beyond making products that are attractive. Gen-Z expects companies to act responsibly and contribute meaningfully to society.
When it comes to specific ways to market to Gen Z, it’s important to understand what drives the success of platforms like TikTok. This is unfiltered, unproduced user-generated content. For lack of a better term, he feels honest. Whether it’s a kid in Boston baking or a girl in England practicing her jokes, it feels authentic as people record from their phone and send it out into the world.
I’m not saying marketers should be on TikTok. What I’m saying is that Gen Z craves unfiltered authenticity and honesty, in the substance and execution of the media they consume. Companies and marketers who aren’t afraid to take bold stances, create real engagement, and deliver unfiltered truth will succeed.
From: What would you say to other leaders who want to learn more about Gen Z?
Randle: I believe these kids are so talented, with untapped potential. When we are invested in creating space for them to truly take flight, we propel them forward instead of holding them back. They are smart, they will recognize genuine intent and respond with allegiance to brands that see them for who they are and are ready to meet their high expectations.