Gen Z, also known as Zoomers, are those born between 1997 and 2012 — a generation that grew up with the internet to the point where it is simply part of life. Being online around the clock means they can reach information at any hour, and that in turn leaves them afraid of missing content, or missing out generally. They do not want to miss anything new, or any new trend — and the trends come from social media.
This behaviour is known as Fear of Missing Out, or FOMO. According to the data, one in three Gen Z customers is more likely to discover a new product or a new brand on social media.
One upside of Gen Z interacting so heavily on social media is that they are ready to engage with your brand as customers. If your brand is online, there is every chance Gen Z will find it — and they are a group that likes buying through online channels too.
If you want to win Gen Z customers over, let us look at what you can do.
Gen Z differ from earlier generations in that they were born into the digital age, so technology is already part of their lives. Social media is not just a pastime for them; it is a news source, and it is how they stay connected to their friends and their wider circle.
Gen Z are the heaviest social media users in Asia. Studies put at least a third of them on their phones for more than six hours a day, and deeply engaged with social media.
Platforms such as TikTok and Instagram are hugely popular, TikTok especially — a hit right across Asia, China and India included. In Thailand itself, Gen Z are more likely than any other generation to buy through TikTok. That underlines just how much influence social media, and FOMO with it, carries over Gen Z buying decisions.
The rise of the social media influencer
Influencers have an enormous effect on how Gen Z shop, with the power to determine what is worth buying and what is not — and they drive Gen Z's sense of FOMO more than almost anything else. Used intelligently, influencers can lift your brand's sales.
In Asia, social media influencers make particularly good use of FOMO, offering exclusive experiences, limited-edition products and time-limited offers, often tied to places or events their audience already follows. That creates a sense of urgency and exclusivity, which chimes with Asian consumers' desire to be part of the latest wave and the social circle around it.
Studies have found that a striking 56% of South-East Asians follow influencers, with higher figures in the Philippines (68%) and Vietnam (71%). A popular influencer might promote an exclusive pop-up shop, a collaboration available only in certain countries, or early access to a product launch — all strategies designed to trigger FOMO and drive people to act quickly. The approach works particularly well on Gen Z in Asia, a group deeply integrated with social media, responsive to influencer trends, and drawn to lifestyle, entertainment, food, fashion and travel content.
Which social media app is most popular for influencers? TikTok has become the platform young people go to for information. The Reuters Institute has reported that young people increasingly prefer celebrities, influencers and social media personalities over conventional journalists as a source of news, on platforms such as TikTok, Instagram and Snapchat.
It is hardly surprising, then, that these are the platforms where they start looking — and eventually buy what they were after. Marketing Interactive reports that Gen Z lean on the combined influence of TikTok and Instagram, and a trend as popular as #TikTokMadeMeBuyIt is evidence enough.
Using social media and FOMO as a marketing strategy
FOMO, the fear of missing out on what everyone else is doing, taps into a basic human desire to belong. Our brains are wired to register a potential loss keenly, which is what produces that uneasy feeling when we see other people enjoying an experience or a product we do not have.
FOMO affects our thinking, pushing us into impulsive purchases and impulsive decisions in order to avoid feeling left out. When it comes to reaching Gen Z, putting the power of social media and FOMO to work is a highly effective marketing strategy for any business.
Put Qashier to work and serve Gen Z consumers better
So how do you apply these marketing strategies to Gen Z buying behaviour effectively? Honestly, this generation wants an experience that is fast, convenient and frictionless. That is where Qashier POS comes in — the device that makes front-of-house selling easier.
Qashier offers POS solutions that give your business speed and flexibility. Whether you are starting small with our free Qashier app, need portability with QashierX1, or want the full power of QashierXL, we are here to help.
Our system was designed with Gen Z consumers in mind. An interface that is easy to use and an efficient process mean shorter waits and happier customers. There are also add-on features that connect to e-commerce.
We also understand that Gen Z want a range of ways to pay, so our system handles cash as well as Dynamic QR Payment. It can also connect to an EDC terminal to accept credit card payments.
Let Qashier be the key to winning Gen Z over
For your business to grow in a market that never stops shifting, keep meeting demand with the right sales and shop management technology, and keep improving both your operations and the experience you give Gen Z customers — because businesses that cannot adapt get left behind. Start with a strategy, an understanding of the power of social media and FOMO, and tools as innovative as Qashier POS, and your business will succeed.
Start running your shop better with Qashier today
If you would like Qashier to help your restaurant business, get in touch with us for more information. We are ready to support you, whether with POS terminals for restaurants or for retail shops, an effective POS system, and support from our team seven days a week.
For more details, contact our Line Official: @qashier.th or call 02 544 0267