Skip to content

Gen Z Insights

“There’s a different response regarding brand purpose messaging. They seem to have more attention and a more emotional response than non-Gen Z audiences.”

It’s not that the generation is averse to advertising. Rather, reaching them takes an entirely new approach. According to Heather, that includes:

  • A media plan based on how Gen Z processes information and which types of messaging they find most valuable.
  • Understanding that this generation responds differently to brand messaging and delivering advertising that caters to that.

“Gen Z can be quite loyal to brands if they are speaking on the issues that matter to them.”

What does that mean? It means that Gen Z looks at brands and their marketing approach differently. They’re far more likely to work with a company that touts sustainability and authenticity than one that has a strong traditional marketing campaign.

To explain, she goes on to reference to the Ben & Jerry’s brand:

“What Ben & Jerry’s does, which is also quite important to this generation, is that they’re authentic. So not only will they stand up for issues that might be polarizing, but it carries into the way they create their product, the way they treat their employees, distribution, supply chains, and even the content that they share.”

Ben & Jerry’s is a brand that is big on authenticity, sustainability, and other social justice causes. A brand like that is exactly what Gen Z is looking for. Brands need to think about their purpose: is it to sell more, or is it because the brand purpose messaging is what you truly believe and represent?

Gen Z is more likely than other generations to make the extra effort to identify the difference between the two. Not only that, but they’ll also prefer the latter. According to Heather:

“This generation is quite discerning. They’re going to take it a step further. If they see something and it’s not verified, they’re going to look it up. And similarly, they’re doing that with brands…actions speak louder than words.”

This is the most diverse generation we’ve ever had. O’Shea talks about how they’ve interviewed experts around the world to try to gain insight into this unique generation. The general consensus?

“They were born with a mobile phone in their hands, you know, this unlimited access. They have unlimited access to information at their fingertips, and knowledge is power. They are using digital, social technology to fulfill all of their needs, and so their relationship with digital is much more complex than other generations.”

Heather goes on to explain that studies from consumer insights show prioritizing connections and relationships with the collective are important to this generation. They care more about how their actions impact everyone else, how the actions of the collective impact the world around them, and how they can reduce their impact for various causes or reasons.

Motivations are different. Heather references the main motivators for people when it comes to digital media and resources:

  • Consumption
  • Creation
  • Connection

Other generations use social media and technology for keeping up, both with friends and family as well as with appearances. They’re more focused on consumption. They’re trying to figure out how to take what they’ve been doing with entertainment, communication, etc., and do it differently.

Gen Z motivations fall across all three areas, according to O’Shea. They’re altering their appearances, layering augmented reality, communicating in an expressive, visually driven way, etc. This generation has found ways to live through this technology in ways that the rest of us haven’t, says Heather:

“I think it all comes down to enhancing the world around you. The world that we live in is amazing. How can we create utilities or entertainment or exciting ways to improve and enhance that world?”

Contributor

  • Seth Adler

    Seth Adler heads up All Things Insights & All Things Innovation. He has spent his career bringing people together around content. He has a dynamic background producing events, podcasts, video, and the written word.

    View all posts

Related Content

Evolving Trends into Insights Strategies

While some companies chase trends and focus on what is new and emerging, others can leverage these trends to create organizational strategies that are…

Finding an Insights Strategy

An insights strategy is a comprehensive plan that outlines how an organization will leverage insights to drive business decisions and achieve strategi…

 
 

More Related Content

'Trend' written large on a chalkboard.
sustainable growth

Evolving Trends into Insights Strategies

While some companies chase trends and focus on what is new and emerging, others can leverage these trends to create organizational strategies that are…

A needle in a literal haystack!
market insights

Finding an Insights Strategy

An insights strategy is a comprehensive plan that outlines how an organization will leverage insights to drive business decisions and achieve strategi…

Thumbs up or thumbs down on a variety of customer service questions like quality, reliability, etc.
innovation

Driving Innovation and Consumer Loyalty

TMRE 2024’s day two, track three brought a fresh take on how brands are navigating the evolving landscape of consumer insights. Sessions explored leve…

A 'robot' data-like hand shaking the hand of businessperson.
AI integration

The AI-Enhanced Research Revolution

At TMRE 2024, the AI Summit spotlight was on how companies can adapt to the ever-changing landscape of AI-powered research while still staying grounde…

Colorful sharpened pencils in a range of colors in a row.
insights culture

Sharpening Insights Best Practices

The overarching theme of the Insights Best Practices track at TMRE 2024 was the evolving landscape of insights, driven by technological advancements,…

A laser like opening, with points of light shooting off into the distance.
artificial intelligence

TMRE 2024 Keynotes Inspire Insights to Action

TMRE 2024, recently held in Orlando, gathered the market research community for a broad range of conversations and discussions about all things insigh…

A large road sign that points to Data, information, knowledge, and learning.
data science

TMRE 2024 Report: Leading Through Change

A resilient market research community came together at Universal’s Loews Sapphire Falls Resort in Orlando, FL, this past December for TMRE 2024. It ma…

Champagne glasses and confetti, celebrating new years.
data science

Top Insights Themes from 2024

As we close out our review of 2024, we wanted to examine the top insights themes of the year, based on our blogs, research reports and events that we…

A colorful butterfly resting on a rippling body of water.
data analytics

Transforming Insights: A Review of Q4 2024

During the fourth quarter of 2024, All Things Insights prepared for coverage of TMRE 2024 and featured a wide range of insights related topics and int…

Curved glass side of building, one window is lit up.
human insights

Leveraging Insights: A Review of Q3 2024

During the third quarter of 2024, All Things Insights featured a wide range of insights related topics and interviews for our community of market rese…

Kind of futuristic graphic, streams of data moving off into the distance.
human insights

Evaluating the Use of Synthetic Data

This year’s recent “Road to TMRE” virtual event featured an insightful panel on, “Consumer Intelligence vs. Artificial Intelligence: The Showdown of t…

Happy woman shopping on line on laptop with shopping bags around her.
omnichannel

Exploring How Consumers Spend Their Time

Consumers today are increasingly turning to digital platforms for entertainment and information. According to recent studies, the average person spend…

Fans gathered around the TV in the living room watching a sports game.
social media

Transforming Sports Fandom

The landscape of sports fandom is undergoing a profound transformation, driven by technological advancements, shifting demographics, and evolving cons…

A shining metallic puzzle piece rising up out of metallic puzzle.
user experience

Unlocking User Experience Insights

Media user research refers to the practice of studying how people interact with and consume media, including digital platforms like websites and socia…

Stylish and colorful young woman taking a selfie.
digital marketing

Inspiring Generation Z in a Digital World

Marketing to a new generation can seem challenging yet Generation Z is bringing a lot of innovation and insights power to the table, which is only exp…

Chalk arrows on the street pointing in three different directions.
consumer behavior

Helping Consumers Make Better Choices

We’ve all experienced the indecision that comes with making a difficult choice. This can often happen, for example, when shopping for a new product an…

A 'conductor' facing an audience in a theater.
consumer engagement

Powering Audience Engagement

Audience engagement is a key aspect of digital marketing and digital brands, from media platforms that offer rich content to entertain and educate the…

Woman holding her hands up and looking at various colored thought bubbles around her.
customer journey

Improving Customer Conversations

When was the last time you had a conversation with one of your customers? Having a conversation generates analysis that can be used for qualitative ma…

A locket with a red heart shape with key.
consumer insights

The Value of Building Brand Trust

As consumers overall, and growing demographic groups such as Generation Z, call for more honesty, transparency and authenticity regarding the companie…

Young girl outside blowing bubbles.
consumer trends

Staying on the Pulse of the Youth Market

Children and young people have their own unique perspectives on products and services. In gaining qualitative market research from these demographics,…

product development

Leading with Human-Centric Insights

As technology rapidly changes the world around us, such as the growth of artificial intelligence, there is a counterpoint to this evolution: A focus o…

Teen with hoodie, blocking the camera with his hand.
consumer trends

Connecting with Generation Z

As brands grapple with the challenges and opportunities of marketing to Generation Z, it becomes crucial to learn more about the preferences of this t…

Woman gazing at open window.
human experience

Exploring the Meaning of Human Insights

If you are looking for ways to enhance the user experience of a product or service, digital or otherwise, tapping into human insight is essential to t…

Happy family of four and dog walking on the beach by the ocean.
insights soft skills

Building Empathy to Improve Insights

While customer centricity is a key attribute in today’s insights and data-driven corporate culture, success must also be built on a concept of empathy…

A chain link with one gold link standing out on black background.
loyalty

Reconnecting With Unengaged Customers

We all know the stories of successful consumer loyalty reward programs, which benefit the customers that are most loyal with rewards, points, discount…

Reaching into a full tool kit on the ground.
artificial intelligence

Putting Together DIY Research Solutions

It seems that whether the economy is surging or stagnant, the emphasis on do-it-yourself market research has remained a relatively strong attribute in…

Colorful windows set into a colorful wall.
customer satisfaction

Getting Closer to Your Customers

There are a variety of options available when it comes to understanding your customers or target audience. Chief among them in the market research fie…

Baby's hand holding an adult's hand.
generational marketing

Mastering Multi-Generational Marketing

Today’s consumer audiences are diverse and span multiple generations. Each demographic group has unique preferences, concerns, and values. Ultimately,…

Happy man holding trophy and confetti raining down.
customer experience

Using Insights to Win Customer Loyalty

Are your customers staying put, or is your company struggling with retention? Leveraging market research and gaining actionable insights could be the…

A wide range of emoji faces from happy to sad and angry.
customer experience

Improving the Customer Feedback Experience

As the buyer journey becomes more complex, the customer satisfaction survey remains a foundational tool for the market researcher. With it, companies…

Darts resting on the side of a bullseye.
customer experience

Taking a Customer-Centric Business Approach

Growth marketing continues to be an effective and nimble way to attract, engage and retain customers. Billed as an alternative to traditional marketin…

A big magnifying glass.
cultural anthropology

Searching for Cultural Anthropology Insights

Consumers and brands are influenced by culture. Our values and identities, among a variety of societal and social factors, are tied to cultural contex…

playing the Jenga block game
media measurement

Building a Marketing Mix Framework

Suraj Rajdev, Head of Analytics at Google, sat down with All Things Insights’ Seth Adler to discuss his session at the Media Insights & Engagement Con…

interior design on mobile phone
advertising

Focusing On an Augmented Reality Strategy

Augmented Reality is here. But are consumers and advertisers embracing it with open arms? Aarti Bhaskaran, Global Head of Ad Research & Insights at Sn…

generational insights

Connecting with Generation Alpha

At the recent Media Insights & Engagement Conference, Seth Adler had a chance to chat with Alexander Cammy, Manager, Insights & Cultural Intelligence…

consumer insights

Building the Analytics & Insights Ecosystem

The recent TMRE Continued virtual event hosted a session, “Blending Analytics & Insights to Drive Business Outcomes.” Moderated by All Things Insights…

artificial intelligence

Operationalizing a Hybrid Approach to AI

In “Insights + AI: Operationalizing A Hybrid Approach,” Christina Speck, Vice President, Corporate Strategy & Commercial Product, Blue Cross & Blue Sh…

consumer trends

Driving the Sustainability Message Home

Justin Coates, Head of Global Market Research & Consumer Insights, Eastman Chemical Company, knows a thing or two about sustainability and the role in…

user generated content

Exploring User Community Perceptions of AI

Max Wartel, Director of Consumer Insights, Fandom, held an AI-related session at TMRE, which focused on the perceptions of AI in a user-generated comm…

foresights

Leading Insights Through Change

Elizabeth Oates, Vice President, Consumer Insights, Ulta Beauty, spoke at TMRE at two sessions: “Leading High-Performance Insights Teams Through Chang…

insights culture

The Evolution of Building an Insights Team

Josh Goldfinch, Director Customer Insights, Verizon, participated in a panel at TMRE focused on “Building an Insights Function from the Ground Up.” Al…

sports streaming

Betting on Sports Consumer Engagement

In assessing the rise of sports streaming and betting, opportunities have come to light that might not have been considered five years ago. Content st…

David McRaney

Thinking Through the Perception Perspective

All Things Insights’ Seth Adler discussed a variety of subjects with author and journalist David McRaney at this year’s TMRE. McRaney gave a keynote p…

insights culture

Infusing the Behavioral Insights Mindset

During the “Behavioral Insights” session of the Road to TMRE Gathering, Seth Adler explored “Activating Behavioral Insights: Team & Consumer Themes” w…

consumer insights

Winning the Future of Fandom

All Things Insights’ Seth Adler recently connected with Christina Speck, former VP Corp. Strategy, Blue Cross & Blue Shield of Rhode Island, at this y…

retail

Zeroing in on DIY Research

All Things Insights’ Seth Adler recently connected with Bill Trovinger, Consumer Insights Dir., Pharmacy & Health, Albertson’s Companies. Adler and Tr…

consumer insights

Building Insights for the Home Consumer

All Things Insights’ Seth Adler recently caught up with Daniella Tsoncheva, Director Consumer Insights, The Home Depot. The retail market over the las…

consumer mindset

Reaching the Consumer

Insights are being generated but in some cases are not being used. The first assumption is that these insights aren’t actionable. Which of course migh…

sustainability

Charting A Sustainable Way Forward

Call it an eco-awakening, as more global consumers gravitate to sustainable products or at least indicate their growing awareness and even desire for…

consumer trends

Harnessing the Pulse of Trends

These consistently disruptive times have ensured us that it’s never been more important to stay on top of the pulse of the market. That’s true for pat…

media insights

A Changing Consumer Shapes Media Evolution

All Things Insights’ Seth Adler caught up with Edwin Wong, SVP Insights & Innovation, Vox Media, at the Media Insights & Engagement Conference earlier…

consumer focus
consumer focus

Driving Consumer Focus

Putting the customer first is a time-honored tradition that remains current and relevant to this day. Consumer focus is a strategy that focuses on und…

home experience

Redefining the Home Experience

All Things Insights’ Seth Adler caught up with David Schliecker, Group VP, HGTV Insights and Strategy, Warner Bros. Discovery, at the Media Insights &…

data science

Measuring OTA Programming

Television audience measurement is on the precipice of innovation due to the opportunity to leverage data from set top boxes, smart TV’s, and other so…

consumer trends

Collaboration Around The Consumer

The consumer is now in the driver’s seat, and James Petretti is no stranger to that fact. Success is not possible if the consumer is not buying into w…

social media

Fan Insights

Thanks to the advent of social media and streaming services, the world of television today looks nothing like it did a few decades ago. All industries…

media insights

Live Sports Insights

Programming across the board is looking to develop content that appeals to an audience that engages increasingly with user-generated content (UGC) and…

media insights

Content Marketing Insights

In the past decade, SVOD (Subscription Video-On-Demand) companies have revolutionized how we consume our favorite shows and discover new ones. As medi…

behavioral insights

Media Behavioral Insights

Analytical minds will always benefit from more complete data from farther-reaching sources. Even more fundamentally, Pepe says the questions everyone…

path to purchase

Path To Purchase Insights

Insights leaders are responsible for connecting all of the information gleaned from a multitude of different sources, and creating usable data that wi…

media insights

Media Insights Report

The All Things Insights Media Insights community completed an extensive survey covering what folks are thinking, how they’re spending and the issues t…

consumer trends

Ripple Effects on Insights

For many of us the pandemic brought along with it a series of impactful changes that honestly, none of us could have predicted. Everything regarding w…

technology

Media Past Is Media Prologue

“Whatever the modern technology of the day, it was a force for disruption, it was a force for change, and it was a force for enchantment, joy, and lea…

diversity

Representative Insights

A great story starts with a single word. From there, the story is subject to its characters, plots, and the conflict presented by the content, all of…

marketing

Super Insights

Talking with Peter Leimbach, Senior Vice President, Ad Sales Research at FOX Sports, it’s clear that pro football teams aren’t the only ones competing…

disruptive innovation

Insights Enablers

Over the past two and a half years, there “have been more DIY projects” thus “Insights teams are moving more to becoming consultants and enablers fro…

equality

LGBTQ+ Insights

Reports indicate that only about 7% of the population is categorized as LGBTQ+, but reports aren’t always accurate. As Angel Bellon Senior Director of…

insights talent

UX Insights

Shilpi Sinha is not only speaking at TMRE but joining the pre-event Innovating Insights Workshop as a table co-host. Both the session on the agenda an…

equality

DEI Insights

What if a key set of insights could drive revenue, help the business run more effectively, make the business seem to be leading edge and make current…

behavioral insights

Behavioral Insights

We continue to spin forward into a next paradigm for global corporate enterprise and society in general. Within a rapidly paced evolution, certainties…

TMRE

A Better, More Difficult Experience

Through a traditional lens- ease of use, automation, amazonification- are the ends, not the means. But what if making something more difficult was act…

insights

The State of the Consumer (2022)

eBook by Remesh | 21 Apr 2022 About This Report 2021 has been a transformative year for every industry and organization in the world; from more perman…