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Marketing to Gen Z can seem like a tough task. Even understanding Gen Z might seem like a tough task, let alone understanding how to win them over. But, the time to start thinking about how to connect with them is here.
Defined by Pew as individuals born between 1997 and 2012, individuals belonging to Gen Z are beginning to graduate college, enter the workforce, and have some spending power. And they’re radically different than generations that have come before them.
CM Group, of which Campaign Monitor is a part of, recently surveyed over 1,000 consumers across generations to better understand the coming-of-age generation and their motivations, behaviors, and preferences.
For the full report, make sure to head here! But for now, take a look at these five ways that Gen Z differs from Millenials when it comes to marketing.
1. Gen Z is more likely to listen to individuals, not brands
One of the most fundamental and important differences between Gen Z and millennials is that Gen Z is more likely to trust individuals than particular brands or media outlets.
“Individual voices are gaining prominence, and especially for younger generations, the idea of trust in media is shifting to voices even more than brands and media outlets,” says Kerry Twibell, a former media executive who has worked at MediaLink, Hearst, Conde Nast, Newsweek, and News Corp.
This has implications not just for how Gen Z consumes media, but also how they shop. According to the study, Gen Z is more likely to seek out the recommendations of online influencers they trust compared to prior generations.
So what does this mean from a marketing perspective? We’ve known the value of personal recommendations for a while now, but with Gen Z, it’s only going to be more important. And for brands small and large, a key part of their marketing strategies moving forward is going to be centered around being able to get real people to talk about your product.
So, how do you do this?
Three strategies for getting individuals to talk about your product

Collect reviews at every point possible. Whether it be by email, text, or simply asking in-person — collecting reviews for your company or individual products is going to be more and more important.

Incorporate user-generated content (UGC) into your marketing strategy. If people take pictures with your product and tag you in them on social media, don’t be shy from sharing it from your own account. Plus, if you can find ways to encourage people to post about your brand online — maybe with a giveaway or contest — it’ll only take your brand’s reach further.

Identify influencers in your industry and invite them in. Working with influencers may seem like a marketing tactic for big brands, but it’s totally attainable for brands and businesses of all sizes. We’re not saying you have to slide into Kim Kardashian’s DMs, but if you’re a local coffee shop, for example, we can practically guarantee there’s someone in your town who has an account dedicated to trying local restaurants and coffee shops. Reach out to them and build a relationship, and you could very well win over an influential voice in your area.

2. Gen Z craves authentic, in-person experiences
With the rise of remote work and the dawn of the metaverse, there’s been a lot of talk about how future generations are going to be less personally connected and more digitally connected than ever. It turns out, though, that Gen Z isn’t necessarily on board with that trend.
Just because Gen Z has grown up with more access to technology than any other generation doesn’t mean they’re more obsessed or enthusiastic about it than millennials are. They’re more aware of the dangers of bad technology habits, and they aren’t afraid to ditch technology for a better experience “IRL.”
At the same time though, they are very digitally active, relying on social media for everything from connecting with friends to consuming news.

Gen Z is more likely to get their news from social media than millennials.

So what does this blend of tech-savvy and in-person preference mean? As marketers, it’s important to make use of both.
“Brick-and-mortar spaces, as well as pop-up initiatives, aren’t sales drivers anymore. They’re media moments,” says Monica Deretich, former VP of Marketing at TechStyle Fashion Group and proven leader specializing in strategic data-driven marketing centered around customer experience. 
What does this blend look like? It’s going to vary widely based on your brand and your budget, but brands and businesses that can create an in-person experience that’s also socially shareable are the ones that will take advantage.
3. Gen Z demands supply chain ease and transparency
Gen Z’s brand loyalty hinges on transparency and consistency across the full brand journey — right up to the point where a product arrives on their doorstep. This means that they demand speedy, flexible, and predictable shipping options.
For marketers, this means thinking less about customer experience and messaging as separate entities. 
“Marketers today need to look beyond messaging,” says Monica Deretich, a retail industry advisor. “When you own customer experience, considerations well beyond marketing matter deeply to your success—including automated fulfillment, cloud-based logistics technology, predictive planning, inventory visibility, and next-day, same-day, or even same-hour fulfillment solutions.”
Gen Z is more than willing to abandon their carts if shipping ease and convenience aren’t there. The same goes for payment systems. Brands that offer contactless payment and buy-now-pay-later options are the ones that will connect with Gen Z the most.

Gen Z is more likely than previous generations to adopt alternative payment options like Apple Pay.

4. Gen Z is more willing to part with their personal information
We wrote earlier about Gen Z’s technology habits and their awareness of the downside of too much technology. Knowing that, you might think Gen Z would be more protective over their personal information. But, according to the study, Gen Z actually ranks their privacy as less important to them than previous generations. On top of that, Gen Z is also less likely to object to companies having their personal data. It’s an interesting combination, and one with plenty of opportunities.
Gen Z is more willing to part with their personal data if it means a more personal customer experience, and this is a huge opportunity for marketers. By asking for information — whether it be from a signup form online or during a purchase in-store — marketers have the chance to create more personalized customer experiences. 
Whether it be through segmented emails, or an SMS campaign, Gen Z’s willingness to engage with brands this way is a big plus for marketers who are willing to meet them there.
5. Gen Z doesn’t just prefer sustainable choices, they demand them
Millennials are more eco-conscious than the generations that came before then, and really started to swing the pendulum by showing a preference for sustainably produced products. But, whereas millennials might simply prefer that a product be sustainably produced, Gen Z demands it.
Gen Z is less optimistic about climate change than Millennials are, and this is very likely to influence their purchasing decisions. “Sustainability and related topics represent an important way to connect and build authentic relationships with consumers outside of the usual promotional communications,” says Laura Carrier, a seasoned retail and technology consultant who has worked within retail brands including Saks Fifth Avenue and Macy’s, as well as at digital marketing firm, MediaMath.
This means that businesses need to start thinking about ways to make their operations more sustainable, and making sure they actively communicate those things to their customers.
Preparing for a new type of consumer
The time to start preparing for Gen Z is already here. As more and more of Gen Z starts graduating and entering the workforce, their spending power will continue to grow, and it’s important that marketers grow with them.
Luckily, marketing technology is also evolving, and creating these kinds of personal brand experiences that Gen Z demands isn’t just for the big brands anymore — it’s attainable for just about everyone.
Curious to give Campaign Monitor’s personalization, segmentation, and automation features a try? Sign up for free!
The post Five Ways Gen Z Differs from Millennials When it Comes to Marketing appeared first on Campaign Monitor.

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Before you decline a job offer, ask yourself some key questions:

Why are you no longer interested in the job?
Are your reasons for losing interest short-term, or longer-term reasons that you can’t change?
If you don’t accept the offer, will you regret turning it down?

If you’ve answered all of these questions and still feel like you want to decline, read on to discover the different ways to decline a job offer.

Know exactly what you need? Jump to one of the following sections:

How to Decline a Job Offer Due to Salary
How to Decline a Job Offer via Email
How to Decline a Job Offer Over the Phone
How to Decline a Job Offer You Already Accepted

How to Politely Decline a Job Offer
Politely declining a job offer focuses on three key things: being prompt, showing appreciation, and giving a brief reason. We’ll discuss each further below.
1. Be prompt.
Let the hiring manager, recruiter, or relevant individual know as soon as you know you won’t accept a job offer. Putting it off can cause inconvenience, and they may have other candidates that they want to notify of their acceptance to fill the position as soon as possible.
2. Show your appreciation.
It’s essential to show your appreciation to the hiring manager or team responsible for interviewing you and the time they’ve spent communicating with you throughout the process. Showing this gratitude goes a long way in terms of expressing appreciation, and doing this can leave a positive impression if your paths ever cross in the future.
3. Give a reason, but keep it brief.
There’s no need to go into incredible detail about why you’re declining an offer, but it can be valuable to give a brief reason as to why you’re moving on. So, for example, you can say something like:
“At this time, I don’t think I should leave my current position,” or, “After some thought, I don’t think this position matches my current career goals.”

It’s also not necessary to give a reason all the time, especially if it’s due to something like red flags you noticed in the boss or if you didn’t like the company. If you have a reason like this, it’s best to simply express thanks and say you won’t accept the offer.
How to Decline a Job Offer Due to Salary
Sometimes you’ll decline a job offer because the salary offered is lower than your expectations, which is a valid reason for looking elsewhere.
Follow the tips mentioned above about politely declining a job offer and, when giving your reason, you can specify that it is about salary. Without going too in-depth, you can be short and to the point and say that the salary does not meet your desired expectations. Here’s an example of how you can note salary as a reason when declining a job offer:
“While this position excites me, I, unfortunately, must decline the job offer as the salary doesn’t meet my desired expectations. I appreciate the opportunity, and thank you for taking the time to consider me for the position.”

How to Decline a Job Offer Over the Phone
There is debate about the best medium for declining a job offer. While some may prefer one medium over the other, the most important thing is that you’re expressing appreciation. Below we’ll go over declining a job offer over the phone.

First, call at an appropriate time where you can reach the correct person, like when they’re less busy, like right when a workday would begin or after a lunch break.
Try to speak to an actual person versus leaving a voicemail, but if you can’t get through, you can leave a voicemail asking them to call you back.

It may seem nerve-wracking to decline a job offer over the phone as you have to speak to the direct individual, but it shouldn’t bring too much trouble if you follow this template. Also, it’s likely the hiring manager or responsible interviewer won’t want to spend a significant amount of time on the phone, especially if you clearly state your reason.
“Hi, this is [Your name]. I was hoping to speak with [Name of the hiring manager or DRI].
I’m calling today because I wanted to let you know that I won’t be accepting the job offer due to [Reason]. I appreciate the time you took to interview and consider me for the position and extend an offer. Thank you!”
The hiring manager or responsible person may ask questions, so be prepared for the possibility of more conversation.
If you choose to leave a voicemail, here’s a sample template:
“Hi, this is [Your name], hoping to reach [name of responsible individual]. I’m calling regarding the job offer and wanted to let you know that I can’t accept the offer at this time due to [Reason]. I appreciate the time you took to interview and consider me for the position and extend an offer. Thank you!”
Please note that you don’t have to give a reason; you can simply say you can’t accept the offer.

How to Decline a Job Offer Over Email
Declining a job offer over email follows the same practices: be prompt, express appreciation, and give a brief reason. Also, if you’re using email because you made a phone call but couldn’t get through, mention that and say something along the lines of “I hoped to get in touch with you over the phone, but wasn’t able to get through.”
Here’s a sample template:
Depending on your reason for leaving, you can input your information. For example, if you accepted a job somewhere else, or you’re simply just not ready to leave your company.

How to Decline a Job Offer You Already Accepted
Declining a job offer you’ve already accepted can be a bit tricky, so here are some tips.
The most important thing to do is read the contract you signed to see if there is a clause or statement that dictates how you should decline the offer. For example, some contracts state that you need to make people aware of this within a specific time frame.
The best way to decline the offer is over the phone, so you can speak to someone and clearly explain yourself. State the reason you’re going back on your acceptance, express appreciation, and say thank you.
Be aware that you may put the business in a challenging situation so that the conversation may be extremely brief.
Here’s a sample template that you can use over the phone or via email:
“Hi [Hiring manager or DRI], this is [Your name]. Unfortunately, after giving it a bit more thought, I will have to decline this offer. I’ve realized that [Reason], and I’m sorry for any inconvenience this may cause your business. I’m thankful for the time you spent interviewing me and extending my offer.”
Over to You
Whatever your reasoning is, declining a job offer can be nerve-wracking. If you use our templates and can be prompt and appreciative, you may find that it’s not so bad, and you may even end up developing relationships that can help you with your career further down the line.

Did you know Instagram has over 1 billion active users? With so many on the platform, it can be challenging to find one particular person or business. Enter the Instagram handle.

You can think of a handle as the address to your Instagram page. It’s also what people search to find you. An effective handle quickly identifies you while being memorable.
Here, we’ll discuss how to find and change a handle, ideas for creating your own, and whether it deserves a spot on your business card.
It’s easy to confuse an Instagram handle with your Instagram name. However, they both serve different functions. The biggest difference is that an Instagram handle is unique — once you choose it, no one else can claim it. An Instagram name, however, can be the same amongst multiple users.

An Instagram handle has several purposes — first, it’s what people use to tag you in photos, videos, and stories. For example, HubSpot’s handle on Instagram is @HubSpot, which users can type to mention the user in posts.
Second, it creates a link to your profile. If you change your handle, the URL to your profile also changes. Keep in mind that when you pick a new handle, you can’t switch back to your old one until 14 days have passed.

How to Find an Instagram Handle

When you sign up for an Instagram account, you will be prompted to create a handle. While you can let your creativity take the wheel, there are some rules you need to follow:

Your handle can’t exceed 30 characters
It can only contain letters, numbers, and periods
It can’t contain symbols or punctuation marks
It needs to be unique

The hardest task is the last one — and may take some trial-and-error. To help, we’ve included four Instagram handle ideas to get you started.
Instagram Handle Ideas (+ Examples)
1. Keep it simple.
For businesses, a good rule is to keep it simple — usually by picking a handle with the name of your business. But if your business name is unavailable, you may need to do some finessing.
For instance, suppose you run a print shop, Mint Prints. The handle @MintPrints is the ideal option — but if it’s already claimed, you can alter it without changing its meaning. For example, you could add your location (@MintPrintsBrooklyn) or a word that describes your business (@MintPrintsDesign).
Later, we’ll discuss more variations to try if your first-choice handle is unavailable.
2. Relate the handle to your niche.
Whether you’re into fitness, photography, travel, dance, or art, a great tip for creating a handle is to include words that relate to your niche. This also adds personality and interest to an otherwise static profile.
Check out the example below from food author Lizi Heaps:

3. Avoid using extra characters and symbols.
When a user performs an Instagram search, it pulls up a list of profiles with the most relevant handles. Therefore, adding extra characters or symbols to your username could make it harder for others to find your profile.
Although handles have a 30-character limit, keeping it short and concise is better. Long handles are difficult to remember and harder to discover via search. For instance, which handle below is easier to remember?
Option 1: @SophiasFoodBlog
Option 2: @SophiasFoodBlogNYC5746
4. Add “The” or “I’m” in front of your handle.
As we discussed above, sometimes your ideal Instagram handle has already been taken. Luckily there are different variations you can try to craft another one.
One variation is to add “The” in front of your handle. For example, Faire Plaisir, a vintage homeware company, uses the handle @TheFairePlaisir on Instagram. This minor modification allows the brand to still use its company name, which helps with discoverability.

Another variation is to add “Im” in the front of your handle. For example, actor Angela Bassett has the handle @im.angelabassett. This modification is better suited for individual or personal accounts than businesses ones.

How to Change an Instagram Handle
Before you pick a new Instagram handle, it’s important to understand what does and doesn’t change once you make the switch.
For one, your handle is a key part of your profile’s URL. If someone bookmarks or saves a link to your profile with your old username, they will be redirected to a page that reads, “Sorry, this page isn’t available.” The same goes for every tagged post, comment, and “like” from your old username,
Also, if you link your Instagram handle in an email signature, blog post, website, or business card, it’s essential to update this information — which can be a hassle.
If you’re starting to get cold feet about changing your handle, fear not — Instagram gives you 14 days to change it back. That said, there are valid reasons for changing your handle, such as rebranding.

Here are four steps to change your handle:

Navigate to your profile and click “Edit Profile.”
Click on your username.
Delete your old handle and type a new one.
Click “Done.”

After you complete these steps, Instagram will automatically update your profile with your new handle.
Should I include my Instagram handle on my business card?

Image source
While social media was once a way to connect with friends and family, it now doubles as a networking tool. So much so, a number of professionals reserve a spot on their business card for their social media accounts.
But is this the best option for you or your brand? Let’s consider the benefits:

It builds and expands your network. Building your brand often goes hand-in-hand with building your network. Putting your Instagram handle on your business card encourages prospects to find and engage with you.

It puts a face to the name. Providing your Instagram handle gives prospects a chance to know you beyond the surface-level details. Having an online presence is also important to gaining trust and credibility.

It provides an additional communication channel. Having social media info on your business card lets prospects know that you’re open to communicating in different ways and contexts.

Of course, you also run the risk of crowding your business card with too much information — which is why I recommend linking Instagram only if it’s a platform that you actively engage with.
Final Thoughts
Although picking an Instagram handle may feel like a minor detail, it’s a key component of your digital brand. And with millions of users on Instagram, it’s essential to pick one that’s searchable, memorable, and relevant to you.