While much attention has been focused on the polarizing generation that is millennials, a new generation has started law school: Generation Z, also known as iGen. According to a law review article by Laura P. Graham, a professor at Wake Forest University School of Law, most generational theorists agree that people falling into this generation were born between 1995 and 2010. It may be hard to believe, but the first wave of Generation Z law students are seeking jobs as practicing lawyers. And, based on the characteristics of Generation Z, they may just be your secret weapon to marketing your practice.
They know how to curate content to a specific audience
Unlike their millennial counterparts, Gen Zers are hyper aware of who they are communicating with. As social media rose in popularity, millennials experimented with it by broadcasting everything to everyone. Generation Z is a much more private group. “They meticulously curate their personal brand to reflect how they want to be perceived,” according to a Forbes article on the topic. They share specific content with certain people. They also take care in posting at the right time to get the maximum engagement from their followers. So, they can assist with your firm’s social media.
They know what a good brand looks like
Not only is iGen good at creating their own personal brand, they are also loyal to the brands they follow. Generation Z is looking for brands that align with their personal values. They gravitate toward companies that communicate with them in an authentic way. This is a valuable perspective for your firm–they can provide important feedback on your firm’s brand.
They’d rather save money than spend it
In addition to their curating skills, you won’t have to worry about them wasting money. Growing up during the Great Recession has made Gen Zers financially conservative. While millennials are less concerned with price tags, GenZ will go out of their way to consider several factors and find the best deal overall.
Like every generation, Generation Z has its weaknesses. They aren’t great with email or phone calls, so they will need training in these areas. But when it comes to marketing their practice, we suspect they will be a useful secret weapon.
If you are interested in hearing more about generational marketing and how it can impact your firm, contact us at admin@compasslegalmarketing.com.
