Millennials have been the darlings of consumer trend-watchers for some time, but the younger Gen Z cohort — those born after 1995 — is gaining increasing attention. This next generation of consumers is especially tuned into tech and brand authenticity. An iris Worldwide study reveals how you can attract them:

Focus on influencers. The opinions of shared community members are key to members of Gen Z. Brand efforts should align with the group’s values.

Position your brand as a lifestyle. Gen Z continues to connect with brands after leaving their four walls. Instead of focusing on a single dining occasion, think of ways to extend the brand experience.

Go where they are. More than any generation before them, Gen Z lives online, with social media a vital tool. Make sure to connect with them on platforms like Instagram and Snapchat.

Keep it simple. The optimal Gen Z dining experience is facilitated by tech such as mobile ordering and kiosks. Make the process as easy as possible for customers eating in and taking out.