The research reveals that 81 percent of Gen Z consumers report they follow friends online, but only about 30 percent are following brands.
Generation Z (Gen Z) consumers are 1.5 times more likely to follow a brand that provides content that boosts their own image, according to Gartner. Where previous generations were concerned with fitting in, the Gen Z consumers are breaking that mould by creating and enjoying greater freedom to test and shape an identity that stands out.
“Gen Z consumers are the most diverse generation ever and the most digitally savvy,” said Jack Mackinnon, senior principal analyst at Gartner. “As digital natives, Gen Z is highly critical of the benefits and ROI of too much internet and social media use. Because of this, and the fact that two-thirds of marketing budgets are invested in digital channels to target this audience, CMOs must be evermore mindful of how they are engaging Gen Z.”
In fact, Gartner research reveals that 81 percent of Gen Z consumers report they follow friends online, but only about 30 percent are following brands. However, Gen Z consumers also report that they do look to brands for social content that is informative and inspirational.
Brands looking to truly connect with this generation need to perfect two aspects of their digital campaigns — an effective strategy and resonant content that piques Gen Z interest.
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