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Gen Z Says Its Less Brand Loyal, Politically Disengaged https://ift.tt/31VHnCq Along with being true mobile natives, Generation Z has some distinctive attributes that marketers will want to carefully consider. For example, they all want to be rich and famous. Indeed, according to new research from Morning Consult, Gen Z values “making money” and having a successful career above all other life goals, including romance, family and having close friends. Nearly one-quarter (23%) of Gen Z says being “famous” is important to them. Born between the mid-1990s and the mid-2000s, these young people are also politically disengaged; they are highly skeptical of powerful institutions and the people who run them. In fact, only 44% say they have strong political opinions (20 points lower than all older adults); 78% say there is a lot of corruption in America; and 8% say they have a lot of trust in people in power to “do the right thing.” advertisement advertisement More troubling, only 53% of Gen Z agrees that people who work hard and play by the rules generally get ahead, which is 8 points lower than all adults. They are also less likely to say that being an American is important to their identity, and more skeptical that the U.S. sets a good example for the rest of the world. As for media habits, roughly half of Gen Z (49%) gets most of their news from social media, compared to 17% for all other adults. Conversely, just 12% of Gen Z says they get most of their news on television, compared to 42% of all other adults. Gen Z adults are also more likely to use digital-first news publications, such as BuzzFeed, Daily Mail, Vox and New York on a weekly basis, relative to older Americans. Regarding their shopping habits, in-store shopping remains the most popular option for the youngest consumers (48%), particularly women (55%). Notably, Gen Z also appears to be less brand loyal than older generations. In fact, over half of Gen Z (53%) says there are brands they are loyal to, compared to 61% of all other adults. When evaluating brands, Gen Z believes value, price and quality are key factors. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 27, 2019 at 06:07AM
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