Gen Z Localization Services: How to Bridge the Generation Gap
It’s obvious to most brands and marketers that if you want to break into local markets then you need to adapt your marketing to the local language. Your American clothing brand won’t suddenly take off in Japan if you don’t translate and localize your website. Similarly, your German ridesharing app won’t get adopted in the UK if you don’t have an English-language app. It’s self-evident that this type of translation and localization is critical for any brand with global aspirations. But what if we told you that a language gap isn’t always just a geographical barrier, but also a generational one? And that brands are missing a trick if they don’t adopt Gen Z localization services for their marketing efforts?
Gen Z, or those born between 1997 and the early 2010s, is the newest generation to hit the scene. One thing is clear about Gen Z – they’re different. Yes, maybe every generation says that about their successors, but there’s just something a bit more unusual about Gen Z. Think about it – this is the first generation to grow up in a digital world. They don’t know what life without smartphones was like, and most of their teenage years were spent in the throes of the Great Recession. They’re technologically savvy, socially conscious, and value companies that do good for society.
That’s why Gen Z localization services have become so important. If your company is trying to reach out to this generation, how are you going to do it if your messaging isn’t in their language? In this article, we’re going to dive deeper into the world of Gen Z localization and talk about why it’s so important for companies to bridge the language gap between themselves and Gen Z.
Understanding Gen Z: Who Are They?
From the perspective of older generations, Gen Z is sometimes an enigma. They’re a unique bunch, with quite a distinctly different outlook than say, their baby boomer grandparents. Maybe it’s because they’re the first generation to grow up with an Internet-connected life. Or it could be that the Great Recession changed their outlook irreparably. Whatever the case, one thing is clear – Gen Zers are coming and they want to live life differently.
Let’s look at some data to better understand them:
- 66% of Gen Zers believe that the Internet brings us closer together
- 84% of Gen Z makes purchasing decisions based on their personal values
- 58% have made a purchase due to social media influence
- 24-48 hours – that’s the amount of time Gen Z users typically spend on TikTok per month
- 58% don’t trust big companies (who can blame them?)
- 64% of Gen Zers will pay more for a product if it’s environmentally friendly
This data shows that Gen Zers are socially conscious, driven by values and beliefs, and highly influenced by digital media. But to really get into their heads, you can’t just understand how they feel – you have to start speaking their language.
How a Generation Gap Creates a Language Gap
Is your outfit cheugy or is it boujee? Do you stan Harry Styles or you don’t vibe with his new album? Are you acting like a simp or is your behaviour based? If you don’t understand what any of this means then congratulations, you are old. It might be hard to accept, but it happens to us all someday.
Jokes aside, this is an important point for anyone involved in marketing. Gen Zers have their own language, which can differ wildly from the mainstream vernacular of older generations. Internet culture heavily influences Gen Z language, with new slang words and phrases emerging rapidly thanks to viral memes, TikTok trends, and digital influencers.
Older generations are less connected to this fluid, sometimes ephemeral language landscape because they simply don’t occupy the same corners of the Internet. Social media is becoming demographically stratified, with older users veering towards Facebook and Linkedin while Gen Zers flock to fast-paced platforms like Instagram, Snapchat, and TikTok. This generational divide creates a language gap.
It also means that without proper research and understanding, it can be easy to start thinking you know what Gen Z is saying – when you actually don’t. Trying to localize your marketing to Gen Z can walk a fine line between truly connecting with this generation and sending a “hey fellow kids” message that feels patronizing and out of touch. That’s why brands are turning to Gen Z localization services from translation and localization companies, to make sure they get it right.
Why Does Gen Z Localization Matter?
If you haven’t sat up and taken notice of Gen Z yet, then it might alarm you to know that they are quickly becoming the largest consumer demographic. Current estimates suggest that Gen Z makes up nearly 30% of the world’s population, and their spending power grows each year. As these new consumers come of age and become more financially independent, they are also becoming an increasingly important target market for businesses. Ignoring Gen Z can turn into a costly mistake if you want your company to stick around for the long haul. In a few years, every brand will be competing for their attention or risk getting sent to the digital dustbin.
That’s why any brand targeting Gen Z should consider hiring a localization service provider to customize content to the specific needs of this generation. When you consider that Gen Zers are also the most diverse generation ever in terms of race, language, and culture, it makes sense that brands need to think beyond basic translation. Companies are tapping into the power of Gen Z localization services that not only translate marketing materials into different languages but also understand regional slang, do cultural research, and localize content to fit the “vibe” of each demographic.
Gen Z localization services allow brands to make sure their message is heard and understood by everyone in the right way. And when it comes to Gen Z, delivery is key. Authenticity is a primary concern for this generation, so it’s important that brands don’t come off as fake, try-hard, or insincere. No brand wants to be labelled as “cringe” – and Gen Z is quick to spot the difference between an attempt at cool and a genuine effort to connect.
How Can Businesses Leverage Gen Z Localization Services?
Like many things in life – when in doubt, turn to a professional. In the case of Gen Z localization, that professional is a translation and localization service provider. These companies have linguistics, cultural research, and marketing experts who understand the nuances of different languages and cultures. They can help you tailor your message to speak directly to the people in each region without coming off as superficial or out of touch. Just as you would translate and localize your product and marketing to a Spanish audience if you were launching in Spain, you can also use localization services to tailor your message to Gen Z.
Gen Z localization services give you access to the insight, expertise, and resources you need to create a localized strategy that reaches Gen Zers in the right way. From researching regional slang to understanding cultural nuances, these services can help you create content for Gen Z that will reach them on an emotional level. You can pair translation services with Gen Z localization services for a more comprehensive strategy that combines technical translation with cultural fluency.
For example – you’re launching your product in Spain, but the market research indicates that those under 25 should be your primary target demographic. You can use Gen Z localization services to customize your content and messaging specifically for Spanish Gen Zers, making sure you hit the right tone and language. With a little professional help, your marketing is going to be a vibe (see, we can speak Gen Z).
Choosing the Right Localization Agency
Not sure how to find the right localization agency for Gen Z? The translation and localization market is booming, and this means that there are more providers than ever before. The key is to do your due diligence and find a provider with experience in Gen Z localization services. Here are a few tips to help you find the right one for your needs:
- Research their experience. Check out the provider’s portfolio and see if they have any experience with Gen Z localization.
- Ask for references. Speak to past and current clients to get an understanding of their level of service and expertise.
- Read reviews. Read online reviews to get a better idea of the quality of the provider’s services.
- Understand their process. Ask the provider to explain their process for Gen Z localization services. This will help you understand how they work and what kind of results you can expect.
Partner with LingvoHouse to Level Up Your Gen Z Localization
At LingvoHouse, we specialise in translation and localization services for businesses of all sizes. Our team of experts has extensive experience delivering Gen Z localization services and can help you transform your content into a localized strategy that speaks directly to Gen Zers.
From research and analysis to content creation, we have the tools and resources you need to create an effective localized strategy for any market. From researching regional language variations to creating localized videos, we’ll ensure that your message resonates with Gen Zers around the globe. Get in touch today and let us help you create an authentic Gen Z experience for your customers.
LingvoHouse is a professional translation & interpreting agency with a wealth of industry experience. They specialise in bespoke translation solutions in over 200 languages in a range of different industries. With a team of more than 4,000 professional translators located across the globe, the company offers round-the-clock services that are highly accurate with unmatched turnaround times.
For more information, please visit https://www.lingvohouse.com/