Over 3/5 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% are prepared to show loyalty to those brands they enjoy.
"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.
Gen Z is the first generation born into a digital world. They are true digital natives who have grown up in the age of technology. The only world they know is a digital one — where they can connect anytime, anywhere, and to anyone. As a result, they are highly promiscuous when it comes to media consumption; they will be the first generation to consume more media online than offline.
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.
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