Understanding Generation Z: Reaching Young Poles
Marketing efforts targeting the youngest audience have never been straightforward. Today, understanding how young Poles live, think, shop, and consume media is even more challenging. It requires not only openness and staying up-to-date with rapidly changing trends, but also constant analysis of current research and reports. What is Generation Z in Poland (born between 1995 and 2012), and how can you reach them with your marketing message?
Table of Contents
- Who Are the Representatives of Generation Z in Poland?
- How Does Generation Z in Poland Shop?
- Marketing to Generation Z
Who Are the Representatives of Generation Z in Poland?
Research shows that Generation Z is the most diverse generation. Here are some crucial insights to help you understand Generation Z:
Diverse Political Views
Among young men, there is an interest in the right-wing party “Konfederacja Wolność i Niepodległość,” while young Polish women largely support the “Nowa Lewica” party. Gender is not the only factor; Generation Z members living in large cities differ from those in rural areas. To effectively reach representatives of this generation, a deeper market analysis and segmentation are necessary. Before spending a single cent on marketing, you must thoroughly examine which part of this target group will be your focus.
Young Generation: (Un)Rebels
According to the latest research on Poles aged 16-24 conducted by the Mediahub media house and Pollster Research Institute, Generation Z is the first generation in history that does not experience a generation gap conflict. About 70% of young Poles claim to have good relationships with their parents and prefer communication over youthful rebellion. This may result from their high level of independence and autonomy. As shown by SW Research’s study commissioned by Cleangang, 56.3% of Generation Z has already left their family home. Interestingly, 34% live with their own partner or have started their own families. However, it’s worth noting that in 2023, the oldest members of Generation Z in Poland will celebrate their 28th birthdays.
The First Open Generation
When communicating with Polish Generation Z, it’s essential to recognise that they are the first generation to openly set boundaries and express dissatisfaction. They tend to be more assertive than previous generations and are much more open-minded and expressive in their views. Surprisingly, 60% of Generation Z members are believers, and even among Tinder users, it’s as high as 65%.
Work Isn’t Their Whole Life
When it comes to Generation Z, there’s a shift in their approach to work. For young Poles, work is just work, and they have no intention of dedicating their lives to it. This attitude often creates dissatisfaction among older generations, who perceive Generation Z as entitled and lazy. Career is merely a means to an end for them. Their top values include happiness (62%), family (60%), the opportunity to pursue their passions (56%), ecology (51%), independence (51%), health (44%), and love (37%). Only 11% and 16% of Poles consider professional development and financial security, respectively.
As per a study conducted by the Infuture Hatalska Foresight institute in collaboration with Dentsu Aegis Network Poland, Generation Z will be the first generation in years to earn less than their parents.
Generation Z in Poland is the first generation to grow up in a fully computerised world. The Internet has been part of their everyday life since childhood. According to a study by EY and JA Worldwide, 84% of Polish Generation Z members claim to comfortably use technological advancements. They also have a positive attitude toward technological changes in the job market. About 74% of them are optimistic about the impact of automation on career opportunities..
The Internet and new technologies are their safe haven, a place to meet new people, and a space for communication – often even replacing the real world. Such isolation from the real world is associated with an increase in mental health disorders or psychological conditions. Generation Z in Poland is also the first generation to openly discuss psychotherapy and struggles with depression.
How Does Generation Z in Poland Shop?
Ecology? Not Necessarily.
Polish Generation Z has significant knowledge about the need for waste separation and the harmfulness of buying water in plastic bottles. However, research shows that this ecological awareness has minimal impact on their purchasing choices. According to the Mobile Institute’s report “Together For The Earth”, 90% of young Poles do not follow information about environmental changes.
What Appeals to Generation Z in Their Shopping?
Despite being portrayed as a generation engaged in conscious consumer choices, the reality is not so colourful. As many as 72% of them are primarily guided by price during their purchases, with only 27% paying attention to ecological concerns, and 44% sticking to specific brands.
Young Poles Aren’t Tempted by Western Lifestyles
Generation Z is the first generation to break away from the fascination with large and well-known brands. This is partly due to low incomes – the average monthly budget of a Generation Z representative in Poland is PLN 2,500. On the other hand, young people are no longer enamored with the West as they once were. They are not ashamed of their own identity, as evidenced by the growing popularity of Polish music (mainly rap).
Generation Z values a sense of belonging and often associates themselves with the values of the brand whose products they buy. Once they fall in love with a brand, they become very loyal customers. It’s crucial, therefore, to communicate the values that the brand represents.
Marketing to Generation Z
How can you market to Generation Z? Here are some insights to help you reach young Poles more effectively:
Tremendous Awareness of Marketing
If you want Polish Generation Z to love your brand, avoid bombarding them with ads wherever possible. Generation Z are savvy consumers, demanding and well-versed in the world of online advertising. They are tired of traditional advertising, with 27% finding ads on their favourite TikTok even annoying.
Knowledge Comes from the Internet Only
As per a Clue PR report commissioned by WiseRabbit research agency, social media is a crucial source of information for young Poles. About 93% of those surveyed consider YouTube their primary source of knowledge about the world, followed by Facebook (90%), Instagram (82%), and TikTok (74%). Social media far surpass television and radio. Therefore, if you’re going to invest in marketing, it must be digital.
Social Media of Generation Z in Poland
More than half of Generation Z in Poland watches TikTok to pass the time. They use YouTube for entertainment (52%), Twitter for staying updated with the latest news (42%), and Instagram as the main platform for following influencers (73%).
Generation Z and Influencers: A Love-Hate Relationship
Generation Z follows influencers on YouTube (68%) and TikTok (51%). On average, they follow 13 influencers and opinion leaders, mainly from the entertainment, lifestyle, fashion, sports, or gaming sectors. Typical young Poles focus on technological novelties and favourite athletes. Women are more interested in fashion (59%), culture (56%), and psychology (51%).
Representatives of Generation Z are also highly aware that influencers are primarily promoting products. 64% of them believe that influencers are walking advertisements and don’t even check the brands they endorse. So, is it worth investing in influencer marketing to reach young Poles? It is, but the selection of individuals for collaboration must be done wisely.
The best strategy for marketing to Polish Generation Z is a mobile-first approach. They make purchase decisions primarily on the Internet, where they search, compare, gather opinions, and buy. They also communicate with the world and express their views there – often leaving reviews about products. Make sure to always respond to their questions and not leave negative comments without a brand response. It discourages young people who are inclined to engage in dialogues with brands.
Intuitiveness Is Key
On social media, create a user-friendly environment for information gathering, and your brand’s website or online store should be intuitive with a simple design. Keep in mind that technology has been part of Generation Z’s life since birth. Subconsciously, they can assess a website’s functionality and leave if it takes too long to load or is not intuitive.
Generation Z in Poland cannot be confined to rigid boundaries. It is internally diverse. If you want to better understand Generation Z, seek support from experts who have been active in the Polish market for years. Are you looking for support in marketing to Generation Z? Reach out to us!