Study: What drives Gen Z loyalty and purchasing decisions?
New research from Snapchat reveals how younger customers relate to brands—and how marketers can respond.
The kids are all right, but winning their loyalty takes a deft marketing touch.
New research from SnapChat reveals key insights into how Generation Z members (those born in the late 1990s and early 2000s) prefer to interact with companies online. The data also unveils crucial and tactics tips to reach this emerging cohort.
Over a quarter of Gen Z members said they first heard about a new brand from a friend or family member’s recommendation. Just 9% said they learned about a brand through a “sponsored influencer” post. That could be a sign of increasing distrust of influencers and growing fatigue with their sponsored posts. (Some PR and marketing pros have warned that the influencer marketing bubble will soon burst.)
How Gen Z members learn about new products varies by category, according to the Snapchat research. Friend and family recommendations are especially important for retail, entertainment, fashion, and technology brands.
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