Gen Z have grown up in a technologically social world, they have spent their lives swiping, tapping and interacting with their friends on social media apps. But after years of being immersed in an always-online world, they're now craving 'in real life' (IRL) experiences more than ever.
With the recent TikTok ban in the US sparking concerns about the fragility of digital platforms, this has shown that social media and (the advertising on it) can disappear overnight. The experts from Precision Proco have shared why incorporating print advertising is the way to go for a successful marketing strategy in an age of digital uncertainty.
Social media's popularity grew in the pandemic, as Gen Z adapted to online schooling, zoom calls, and virtual friendships. But now, they're actively seeking ways to disconnect. A recent study by AdAge found that three in five Gen Z consumers are taking regular social media detoxes to escape the noise and reconnect with the physical world.
"Gen Z grew up in a world saturated with digital ads. They're everywhere, and let's be honest - it's nothing new to them. But what we're hearing from our clients is that Gen Z is finding print marketing far more engaging and memorable than yet another ad popping up on their screen" Says Mark Grice, Managing Director at Precision Proco
With Studies suggesting that people are exposed to up to 10,000 digital ads per day, it's no wonder younger audiences are experiencing ad fatigue. Banner blindness is real, and consumers are tuning out the noise.
That's where print marketing comes in. Unlike an email that's deleted in seconds or a social ad lost in an endless scroll, physical print materials create a sense of exclusivity, whether that's through a personalised direct mail piece or a premium catalogue. A well-crafted print ad can feel more like a collector's item than just another fleeting touchpoint.
"We're seeing brands use print in fresh, creative ways- from highly personalised direct mail powered by data to exclusive zines that tap into fandom culture," Says Mark. "When done right, print doesn't just grab attention- It holds it."
The research shows that the younger generation isn't abandoning digital, they're just being more selective while engaging with more tactile, IRL experiences. The smartest brands will embrace a hybrid approach, blending strategic print campaigns with digital engagement to create a seamless multi-channel experience.