Gen Z has the lowest receptiveness to email of all
generations even while digital shopping is on the rise. Maybe email copy isn’t reassuring enough — 39% of this cohort seeks that from brands, according to the 2022 US Consumer
Trend Report, a recent study by Attest.
In addition, 57% of all consumers want marketing to amuse and entertain them, up from 4% last year: maybe they are tired of talk about politics
and the pandemic and are ready for a belly laugh.
Of the Gen Zers polled, 53% like getting email marketing at least once a week, versus 66.5% of millennials, 63% of Gen X
and 58% of boomers.
In general, consumers are happy to receive email marketing from brands they like at these frequencies:
- Daily
— 17%
- Several times a week — 19%
- Once a week — 26%
- Once a fortnight — 10%
- Once a month — 11%
- Less frequently than once a month — 7%
- Not at all — 13%
Consumers are now largely
shopping in digital channels. In fact, few purchase only in-store. They shop:
- Always online — 11%
- Mostly online —
26%
- An even split between online and in-store — 30%
- Mostly in-store — 23%
- Always in-store —
9%
Moreover, 37% favor online shopping for non-food products.
Most Americans are positive, but to varying degrees: 29% are very
positive, 37% somewhat so, 20% neutral, 14.5% negative and 3% very pessimistic. .
In addition, 47% want brands to make them feel motivated, and 34.5% to educate them and help them learn
new things.
Another 34% want brand messaging to be thought-provoking, and 34% seek reassurance. And 18% demand it be inclusive—that it makes them feel “seen and
included.”
Many also want brands to take stands, in these areas:
Poverty and inequality — 36%
Racism — 36%
Climate change —
31%
Women’s rights — 24%
Animal welfare/wildlife conservation — 23%
Disability rights — 22%
LBGTQ+ rights
— 14%
Ageism — 7%
Brands also have to take working status into account—29.5% of the respondents do not work at all, and 24% work out of the home.
The remainder work from home at least one day a week.
Gen Xers are most likely to work from home all the time, perhaps because they have attained senior positions: 19% do so, yet 27%
never work at home.
Of the millennials, 27% work at home from two to four days a week, as do 24% of Gen Z, 15.5% of Gen X and 11% of boomers.
Attest surveyed 2,000 U.S. consumers in November 2021.