Gen Z consumers value authenticity and transparency over personalisation and tailored experiences.
75% of Gen Z consumers say they are more likely to engage with a brand that is transparent about its values and practices.
The Gen Z Consumer: A Study of Scepticism and Authenticity
The State of Personalisation
In a world where personalisation is touted as the key to unlocking customer loyalty and driving sales, a recent study has revealed that Gen Z consumers are not buying into the hype. In fact, two-thirds of this age group prefer personal recommendations over tailored experiences. This finding suggests that Gen Z consumers are more interested in authenticity and realness than in being treated as individuals. Personalisation can come across as insincere or manipulative to Gen Z consumers. They value authenticity and transparency over tailored experiences. This preference for personal recommendations highlights the importance of human curation in the age of algorithms.
The Importance of Authenticity
Authenticity is a key concern for Gen Z consumers. 86.2 per cent of Zoomers cited “realness” and “authenticity” as most important in their lives. This suggests that Gen Z consumers are looking for brands that are genuine and true to themselves. In a world where social media often presents a curated version of reality, authenticity is more important than ever.
Gen Z is the first generation to grow up with the internet and social media, and this has profoundly impacted their social interactions, relationships, and entertainment preferences.
The Rise of IRL Experiences
In today’s digital age, it’s easy to get lost in the virtual world. However, a growing number of Gen Zers are yearning for something more – a chance to disconnect from their screens and reconnect with the world around them. This desire for “In Real Life” (IRL) experiences is driving a shift in the way Gen Z consumes entertainment, socializes, and forms relationships. Key statistics: + 92.3% of Gen Z crave IRL experiences + 58.8% dedicate most time and energy to music + Gen Z is the first generation to grow up with the internet and social media
The Impact of Social Media on Gen Z
Growing up with the internet and social media has had a profound impact on Gen Z’s social interactions, relationships, and entertainment preferences.
Music is not just a source of entertainment; it is a vital part of their emotional well-being and social connections.
The Power of Music in Shaping Identity
Music has long been a fundamental aspect of human culture, providing a means of self-expression and emotional release. For Gen Z, music is more than just a hobby or a form of entertainment; it is a vital component of their identity and a source of comfort in times of uncertainty. Personalization: Gen Z music preferences are highly individualized, with 71.4% of respondents citing their favorite artists as a key factor in shaping their identity. Emotional Connection: Music has a profound impact on Gen Z’s emotional well-being, with 85.7% of respondents reporting that it helps them cope with stress and anxiety.
Gen Z seeks functional support and exclusive access to live events to enhance their experience.
The Rise of Gen Z’s Live Experiences
In recent years, Gen Z has been increasingly vocal about their preferences when it comes to live events. According to a recent survey, 71% of Gen Z respondents stated that they would attend a live event if it offered functional support, such as phone charging stations, and presale ticket access. This shift in consumer behavior has significant implications for brands looking to engage with this demographic.
The Importance of Functional Support
Functional support refers to the provision of amenities that enhance the overall experience of attending a live event.
