Digital Technology and Sustainable Solutions: That's How You Reach Generation YZ

As consumers and future employees, generations Y and Z are the target of marketing and recruiting initiatives by the packaging sector. But where and how do you reach out to this generation?

Marketing experts and recruiters are eyeing the generation of young people born after 1995 with great interest. Known as Generation Z or digital natives, they succeed the previous generation of millennials (or generation Y), who have now reached adulthood and are of interest to the packaging industry both as the next generation of leaders and as customers with money to spend. What both these generations have in common is that they have grown up with digital media and the internet. In their private and professional lives, generations Y and Z seek personal fulfillment, expect authenticity, and attach great importance to ecologically sustainable behavior on the part of brands and potential employers alike.

Their natural affinity with a wide range of media helps digital natives to exploit new research options, making online searches a natural part of their information-gathering process. Companies that want to engage with them, therefore, need to have a presence on various channels and be well-versed in their use.

DISCRIMINATING CONSUMERS

Generation Z and millennials are distinguished by their comprehensive understanding of technology and media. They seek information about products and companies primarily online and are inspired to make purchases on social media. New forms of advertising, therefore, need to be used to attract the attention of representatives of generation YZ.

The marketing strategies that a company deploys should focus on social media platforms like YouTube or Instagram, which are an integral part of the lives of this generation.