What is the Generation Z audience all about? Because this age segment includes teens as well as adults up to age 25, many of whom still live at home and therefore have disposable income, it is only natural that retailers, restaurant operators and mall owners alike all hope to tap into that magic “je ne sais quoi” that makes this audience tick.
GlobalWebIndex (GWI), a market research firm that utilizes analytics to formulate targeted audience results, has released its latest “Gen Z 2023” report. The findings were culled from surveying U.S. participants age 16 to 25 years old, in various categories.
Based on survey results, 61% of the respondents said they are more likely than the average person to prioritize fashion, with 22% of them also prioritizing their physical appearance. This indicates that trendy clothing brands, fitness centers and beauty/makeup tenants should all appeal to this age bracket.
As to which particular brands appeal to the Gen Z crowd, that depends in large part on the brand’s social media presence.
Gen Z-ers are almost 100% more inclined to utilize social media in order to find new content, and over half of this audience particularly enjoys consuming memes and viral videos. Plus, Gen Z-ers are twice as likely as the average person to be interested in those retail and restaurant brands that their favorite social media influencer is promoting.
The GWI report also mentions that Gen Z-ers are more apt to ultimately buy a particular product if it has a lot of “likes” and favorable comments on social media, as this age group wants to be associated with brands that can ultimately enhance their online reputation.
Smart retailers and mall operators that wish to appeal to this age bracket should therefore, at the very least, have a good Instagram or TikTok account, with clever, witty meme-like posts and entertaining videos that appeal to the Gen Z-er.
Plus, this audience is 66% more inclined to want a brand to have its own community forum, so a strong online presence is a must.
