Warc, 15 February 2013
NEW YORK: Over three fifths of Generation Z say that when
they find a brand they like they stick with it, according to a recent survey.
Forrester Research polled more than 3,000 online Gen Z
members, aged 18 to 23, for its report How To Build Your Brand With Generation
Z and found 62% were prepared to show loyalty to those brands they enjoyed.
"The leading edge of Gen Z is at a pivotal point in
their product and brand choices, as they finance their own purchase
decisions," Tracy Stokes, report lead and principal analyst at Forrester
Research, told Luxury Daily.
And she dismissed the idea that this age group does not care
about brands. "They do care about brands," she said, "they just
think about them differently."
The challenge for marketers is to understand that thinking,
which, for an online generation, is shaped by digital technology and peer
opinion.
Word of mouth is an important driver of brand choice, and
this can often take place while engaged in another task.
Forrester found that 84% of Gen Z undertake other activities
while watching TV, the most common being the use of social media, undertaken by
71%. Chatting with friends about different topics was also cited by 46%.
Browsing the Web (63%), doing homework (57%) and playing
games (53%) were among the other popular distractions.
Gen Z is more likely than other generations to trust
messages from brands and marketing communications via digital channels,
according to the report.
And the brands they prefer will inspire their confidence and
demonstrate honesty in business practice.
Other findings in the report include the increased
willingness of Gen Z, compared to other generations, to pay more for products
with an image they like and to own the best brand.
"Marketers need to create a brand experience that is
relevant to their customers' lives but also authentic to the brand," said
Stokes.
Data sourced from Luxury Daily; additional content by Warc
staff
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