New research commissioned by Kennards Hire, Lysaght, and B2B marketing consultancy I.M.A, sheds light on the attitudes and behaviours of Gen Z tradesmen (tradies), and how they are likely to engage with suppliers and brands as they transition into decision-maker and business owner roles.
According to the research, 30% of Gen Z tradies control their revenue either as sole traders or business owners. The preferred mode of communication with suppliers for 81% of these tradies is face-to-face conversations on-site over other means such as text messages or online messaging platforms.
Contrary to traits typically associated with Gen Z when it comes to digital transactions and engagement with social issues, the research indicates that digital is not always the preferred method for “transacting” with Gen Z tradies. Instead, the context-driven nature of their work makes speaking to in person all the more important to help provide certainty and timeliness. Face-to-face and mobile phones are identified as the preferred communication channels.
Jake Cush, partner at I.M.A B2B, highlighted the opportunity for brands across many sectors, “to support these young tradie bosses on their career journey, and get rewarded with brand loyalty as a result.”
Cush expressed, “So often marketers are guilty of chasing the latest trend or trying to predict future trends but what the research indicates is that changing behaviour for tradies isn’t driven by age, its driven by the unique microcosm of working on-site.
“Digital transformation is irrelevant for the trade audience if it doesn’t seriously move the dial on these attributes or provide the certainty and timeliness required to get the tools, equipment and supplies to the work site.”
Notably, 88% of Gen Z tradies disagreed with the idea that no human interaction with suppliers is best, further denoting the importance of personal connections when brands seek to engage with this demographic.
The research also revealed that early engagement with Gen Z tradies is crucial for brands, as 30% of them run their own businesses, controlling revenue and becoming key decision-makers. Additionally, 31% have aspirations of home ownership.
Blake Tasker, marketing manager at Lysaght, stressed the importance of context-driven communication in engaging Gen Z tradies, challenging assumptions about their digital preferences. Tasker added, “The findings also highlight the pride and independence exhibited by young tradies, reinforcing the importance of recognising and supporting their contributions.”
Manelle Merhi, general manager marketing and customer experience at Kennards Hire, commented on the research’s significance in understanding the distinctive traits and preferences of tradies, deeming it invaluable “as it guides us in tailoring our product offerings, services and customer experiences to engage tradies as they progress through their careers.”
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