More than three-fifths of Gen Z consumers use social media to discover products, while they are increasingly avoiding traditional brick-and-mortar stores, according to the Dentsu study.
It’s Not All About Influencers…
Although the common belief is that online creators are the best way to reach this generation, the research suggests that editorial content approaches and peer recommendations have a stronger influence. This means that brands should not invest solely in influencers but also in their own high-quality content that resonates with young people and their circles.
… But It’s Increasingly About Personalization
The study also shows that personalization is key to reaching Gen Z, as nearly two-thirds of this group expect a personalized experience – both online and offline. Online shopping meets these expectations to a much greater extent – 94 percent of respondents believe it offers an adequate level of personalization, while only 28 percent feel that in-store shopping delivers the same standard.
