Gen Z — young adults currently ranging in age from 18 to 24-years-old — is a powerful consumer block. The group spends an estimated $143 billion a year and indirectly influences $333 billion in household spending annually, according to a Barkley report. That’s a lot of dollars up for grabs for brands who know how to connect with this audience.
To help advertisers understand what motivates Gen Z consumers, Facebook commissioned a survey by Crowd DNA, polling 11,300 people ages 18 to 24 from eleven different countries, including the U.S., UK, Australia, Germany, India and Nigeria.
More than half (52%) of the participants from the U.S. said they consider themselves to be “global citizens” — meaning they are aware of the world around them and realize their actions can have global consequences. That number was low compared to other countries like Australia where 90% of the survey participants identified as global citizens and 87% in Nigeria. (Only 40% in Germany identified as global citizens.) Of the eleven countries included in the study, six had more than 60% of Gen Zers identify as global citizens.
“This generation often puts aside its differences and rallies around causes that will benefit the greater good,” wrote Facebook. But, what does this mean for brands?
Gen Z wants brands to be socially conscious. Per the report, 68% of the survey participants expect brands to contribute to society, and 61% said they are willing to pay for more products that were produced in an ethical and
Read more here: https://marketingland.com/want-to-connect-with-the-gen-z-crowd-dont-shy-away-from-social-issues-269572