The great Gen Z social media exodus
The statistics paint a compelling picture of Gen Z's growing disillusionment with social media platforms. According to recent YouGov research, a striking 39% of Gen Z Britons report that social media has done them more harm than good, with only 29% viewing it as a predominantly positive force in their lives.
Three in five Gen Z’s are now regularly undertaking social media detoxes to reconnect with the world around them and improve their mental health. As Iwan Kellet, a Cardiff University student, explained to the BBC:
"I decided to go on a detox because I could see the negativity [social media] was putting in my head...All I could see were negative stories about all kinds of things, whatever was in the news.”
The pandemic appears to have accelerated this trend. Research published in academic journals has documented how COVID-19 information overload through social media negatively impacted Gen Z's psychological well-being, heightening both social media fatigue and anxiety.
Email's surprising resilience
While social platforms face growing skepticism, email has maintained - and even strengthened - its position with Gen Z. Contrary to popular belief that this generation has abandoned traditional communication channels, the data tells a different story.
A comprehensive survey found that 58% of Gen Z respondents check their email multiple times daily, with 81% checking at least once daily. Perhaps most tellingly, 53% of Gen Z are happy to receive emails from brands at least once a week.
The preference for email isn't merely about frequency, it's also about purpose. Studies indicate that 62% of millennials and 65% of Gen Z favour email communication for brand interactions.
Most revealing is that 64.9% of Gen Z use email primarily for personal communication, not just for work or educational purposes. This statistic completely demolishes the myth that Gen Z views email as merely an obligatory professional tool!
What Gen Z actually wants in their inbox
Understanding what motivates Gen Z to engage with brand emails is crucial for marketers. When asked why they open emails, 68% of Gen Z respondents report doing so for sales or offers, while 60% cite relevant content as their motivation according to research by Campaign Monitor.
Essentially, this generation is looking for value, whether that's financial savings or information that speaks directly to their interests and needs.
The email marketing landscape is thriving in this context, valued at £7.5 billion in 2020, it's projected to reach £17.9 billion by 2027, reflecting its continued effectiveness as a marketing channel. In fact, 44% of marketing professionals identify email as their most effective marketing channel, outperforming both social media and paid search according to Shopify.
Zero-party data: How to respectfully engage
As we navigate a post-cookie digital environment, the concept of zero-party data (ZPD) has emerged as a critical strategy for engaging Gen Z through email. Unlike first-party data, which observes behaviours, zero-party data is voluntarily shared by consumers via preference centres - think style preferences, communication frequency, or wish lists. This approach aligns perfectly with Gen Z's values around privacy and transparency.
Why email marketing resonates with Gen Z values:
1. Control and consent
Email puts users in control of their engagement. Unlike algorithmic social feeds that bombard users with content, email arrives only when users have explicitly opted in. This consent-based approach resonates with a generation increasingly concerned about digital boundaries.
2. Reduced information overload
Gen Z has grown up in an era of overwhelming information. Studies have documented how this generation has developed "sophisticated filters" to manage this deluge. Email provides a structured, manageable format that helps reduce the cognitive burden associated with social media's constant stream.
3. Privacy and personalisation balance
Ever heard someone claim that Alexa is listening to them because they see ads shortly after discussing a brand or product? While that’s not how it works, Gen Z appreciates that when it comes to email marketing, they’ve provided the data . Zero-party data allows for highly relevant content without crossing privacy boundaries.
4. Values alignment
Gen Z expects the brands they support to reflect their values. Email provides space for deeper content that can showcase a brand's authentic commitment to causes and principles - something that's difficult to convey in fleeting social posts. For example, a series of welcome emails to a brand can tick off social good, sustainability, and values
Embracing email
For marketers looking to connect with Gen Z through email, the path forward is clear: respect their preference for intentional, value-driven communication. Focus on building email programmes that are actually useful, whether through exclusive offers, personalised recommendations based on stated preferences, or content that aligns with their interests and values.
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