PharmaVOICE: Marketing to Zoomers

Pharma needs to gear up for the 2 billion Gen Zers about to enter the marketplace.

If you’re looking for a snapshot of what Gen Z, or zoomers, means as an audience for your product, consider this: 16-year-old Swedish climate activist Greta Thunberg is a zoomer. Mari Copeny, who wrote a letter to President Obama asking him to meet to discuss the Flint water crisis, was 8 years old. Ms. Copeny, now 11, is a zoomer. So is Malala Yousafzai, the Pakistani activist for female education and the youngest Nobel Prize laureate. David Hogg, who survived the mass shooting at Marjory Stoneman Douglas High School in Parkland, Fla., leads efforts such as protests, marches, and boycotts to influence change in gun laws, wrote a book, and was named to Time magazine’s 100 Most Influential People in 2018, at the age of 18, is a zoomer.

Getting the picture?

Zoomers are the most diverse generation in the United States so far; one in four is Hispanic, 14% are African American, and 6% are Asian, according to studies by Pew Research Center. “Zoomers are more diverse than any previous generation, shaping the way they interact with others and how they see themselves,” says Liz Bryan, executive VP, Spectrum Science. “As a result, zoomers truly embrace inclusivity and is at the forefront of topics such as climate change, social justice, mental health, gender identity, and gender fluidity.”

Read the full article in the June 2021 issue of PharmaVoice. 

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