Do Not Disturb: An investigation into brands, influencers, and why Gen Z keeps leaving you on read
We know you really want to get to know Gen Z, but our research demonstrates that cringeworthy pick-me behavior won’t help you connect with today’s youth.
To gain a deeper understanding of what Gen Z loves and what makes them roll their eyes, we phoned almost 400 Gen Z YouthTellers who shared their honest thoughts on brands and influencers. In the quantitative phase, 300 GenZers completed an online survey; in the qualitative phase, 94 Gen Zers discussed topics ranging from influencer inspirations to their favorite social media posts in a three-day online chat community. Our research revealed that Gen Z respects brands that use their corporate coin to improve society and actually view Gen Zers as individuals — not a monolith. So, to cultivate a profitable relationship with Gen Z, brands need to recognize their wrongs, realign their values, and reimagine themselves. In "Do Not Disturb," we offer key insights to crack the code to the marketing world’s most mystifying audience. This 10,000-word original report provides a fresh and honest approach to the Gen Z marketing “dilemma.”
A Peek At The Insights
- Only 8% of Gen Z feels strongly that brands understand their generation
- 78% of Gen Zers believe brands are all talk and no action
- 82% of Gen Zers research a brand before a purchase
- Only 31% believe capitalism works for them
- 85% of Gen Zers want to monetize their passions - 63% believe "breaking the mold" is more important than stability