The marketing landscape is in a constant state of evolution, with each generation bringing its unique preferences, values, and behaviors. Among the generational shifts, Gen Z, stands out as a digital-first generation that has never known life without the internet. To really hit it off with Gen Z, brands must recognize and adapt to the profound differences that set them apart from previous age groups. 

In this article, we explore the key brand perceptions that define them as consumers and how market surveys can be your backstage pass to understanding  this influential crew of consumers.

The Digital Upbringing of Gen Z

Gen Z, born in the mid-1990s and beyond, is the first generation to grow up entirely within the digital age. These young consumers have been raised in the digital realm, equipping them with brief attention spans and an exceptional knack for detecting marketing ploys. This presents a significant hurdle for marketers.

To align your conventional marketing approach with this segment of consumers, it’s crucial to take their viewpoints into account and engage them comprehensively at every level.

Gen Z is digitally empowered and ever-connected, expecting brands to be available 24/7 across various channels and devices. Gen Z prioritizes two-way communication with brands, valuing authenticity over pretense.  They seek individual recognition and guard their digital reputations vigilantly, especially on social media.

Their bottom line is clear: if a product, service, or experience falls short of their expectations, they won’t hesitate to redirect their business and influence elsewhere.

A recent study suggests, close to 40% of Gen Zers expressed a robust connection or loyalty to any brand. However, this percentage significantly rises among older Gen Zers who develop a better sense of their preferences and identity. In the older Gen Z age group, more than 45% report having a strong connection or loyalty to a brand. Consequently, brands have a limited timeframe to establish enduring connections with Gen Z as they mature.

Global Diversity v/s Brand Priorities

While Gen Z appears to be a digitally unified generation at first glance, they are just as distinct and individualistic as previous generations when it comes to their brand preferences. Gen Z individuals in emerging economies exhibit varying priorities compared to their peers in established markets.

Recent research indicates that around 60% of Gen Z individuals in emerging markets are drawn to brands that embody a sense of fun, while only close to 45% were observed in well-established markets.

They tend to prioritize brands that exude a sense of fun and radical nature, along with a commitment to environmental and social responsibility. Moreover, they are more inclined to believe that brands comprehend them as unique individuals and are more likely to opt for brands endorsed by celebrities and athletes.

Gen Zers are resistant to hype and ‘fake news’. Instead, they seek transparency and authenticity from their brands.

According to recent findings, while Gen Z individuals generally exhibit lower tendencies to develop brand attachments compared to preceding generations, they remain enthusiastic about engaging with organizations. Consequently, brands possess a significant opportunity with Gen Z — not merely to influence them but to foster a meaningful connection capable of impacting their degree of brand fervor.

Market surveys serve as a potent instrument for brands to gain insights into the preferences, values, and behaviors of Gen Z. Through judiciously crafted surveys, brands can enhance their comprehension of this diverse and digitally empowered generation.

• How frequently do you engage with or use products from a Brand?

• What words or phrases come to mind when you contemplate a Brand?

• What factors influence your trust in a Brand?

Through consistent surveys aimed at understanding Gen Z’s brand perceptions and loyalty, brands can monitor shifts over time. This continuous feedback process empowers them to adjust and refine their strategies, ensuring they can nurture and strengthen their relationships with Gen Z as their preferences evolve with age.

• Is it a big deal for brands to champion social causes?

• Do you prefer customized experiences when engaging with brands?

• How important is it for you to have control over the data you share with brands?

• Do you expect brands to be available for interaction 24/7?

Surveying Gen Z on their preferences regarding personalization, communication, and social causes is not just a choice; it’s a strategic imperative for brands. Gen Z represents the future of consumerism, and their distinct desire for tailored experiences, authentic communication, and a brand’s commitment to social responsibility has the power to shape markets and influence industry standards.

Through a meticulous analysis of survey responses, brands can pinpoint emerging trends, specific preferences, and areas where Gen Z faces challenges. Armed with this knowledge, they can fine-tune their marketing strategies to create messaging that resonates authentically with Gen Z and aligns with their beliefs. Additionally, survey data serves as a compass, guiding brands in product design and service improvements that not only function seamlessly but also align with Gen Z’s desires for personalization, convenience, and sustainability. 

Recognize the potential for your brand to harmonize with Gen Z as they grow and develop their identities. As they mature, their preferences, attitudes, and habits take shape, and this is when they make decisions about the brands they resonate with or reject. Consequently, brands have a limited timeframe to connect with Gen Z, and the secret to winning their affection lies in stimulating their creativity. Gen Z only shares their creative spirit with brands they perceive as relevant and in tune with their values and preferences.