According to IRI findings from two recent studies into the shopping attitudes, emotional drivers, and behaviors of Generation Z (aged 21 and under), insights for manufacturers and retailers to effectively communicate with this generation of consumers are invaluable. A few highlights include:
In partnership with The Family Room LLC, these studies surveyed a cross-generational sample of this emerging population segment, and shows that a brand’s authenticity is more important to Gen Z than preceding generations. Findings also show that Gen Z’s preferences tend to have significant influence on the purchase behaviors of their household.
Robert I. Tomei, president of Consumer and Shopper Marketing and Core Content Services for IRI, says “Gen Z is deeply motivated by authenticity and a brand’s emotional DNA, defined for the study as how completely a product or brand aligns with the values shoppers attribute to it. Because Gen Z shoppers rely more on brand recognition to make purchase decisions than their millennial counterparts, it is critical that manufacturers and retailers create transparent and authentic relationships with the Gen Z population early on to build loyalty as their purchasing power grows.”
The research from IRI’s latest study, which builds on the initial Gen Z analysis released in September 2017, links the unique attitudes and behaviors of Gen Z to household purchase behavior data, providing CPG manufacturers and retailers with actionable insights that identify growth opportunities. In addition to the importance of authenticity, some highlights from the study include:
Lynne Gillis, principal of Survey and Segmentation for IRI, says (The GenZ population) “…truly wants to be a part of the innovation process. But they want purposeful, collaborative innovation… manufacturers and retailers must leverage the power of personalization… to reach Gen Z, the first generation that has no memory of life before the internet… “ concludes the report.
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