{"id":14291,"date":"2022-02-17T14:19:07","date_gmt":"2022-02-17T14:19:07","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/17\/how-brands-can-win-the-trust-of-gen-z\/"},"modified":"2022-02-17T14:19:07","modified_gmt":"2022-02-17T14:19:07","slug":"how-brands-can-win-the-trust-of-gen-z","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/17\/how-brands-can-win-the-trust-of-gen-z\/","title":{"rendered":"How Brands Can Win the Trust of Gen Z"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div>\n<nav class=\"nav__social--content\"><span>Share:<\/span>&#13;<br \/>\n    <a target=\"_blank\" href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.digitaldoughnut.com\/articles\/2022\/february-2022\/how-brands-can-win-the-trust-of-gen-z&amp;title=How Brands Can Win the Trust of Gen Z&amp;summary=Say hello to Attest Investigates! A series where I use the Attest platform to test popular hypotheses and answer your burning questions. &#13;&#10;As a trained scientist, I am obsessed with experimentation, empiricism and using data to make decisions. We\u2019ll delve into all things consumer research, using a scientific analysis style to lift the lid on the most important unknowns for brands, as requested by you!\" class=\"social__icon social__icon--facebook sharelink--facebook\" rel=\"noopener\">&#13;<br \/>\n    <a target=\"_blank\" href=\"https:\/\/twitter.com\/home?status=https:\/\/www.digitaldoughnut.com\/articles\/2022\/february-2022\/how-brands-can-win-the-trust-of-gen-z&amp;title=How Brands Can Win the Trust of Gen Z&amp;summary=Say hello to Attest Investigates! A series where I use the Attest platform to test popular hypotheses and answer your burning questions. &#13;&#10;As a trained scientist, I am obsessed with experimentation, empiricism and using data to make decisions. We\u2019ll delve into all things consumer research, using a scientific analysis style to lift the lid on the most important unknowns for brands, as requested by you!\" class=\"social__icon social__icon--twitter sharelink--twitter\" rel=\"noopener\">&#13;<br \/>\n    <a target=\"_blank\" href=\"https:\/\/www.linkedin.com\/shareArticle?mini=true&amp;url=https:\/\/www.digitaldoughnut.com\/articles\/2022\/february-2022\/how-brands-can-win-the-trust-of-gen-z&amp;title=How Brands Can Win the Trust of Gen Z&amp;summary=Say hello to Attest Investigates! A series where I use the Attest platform to test popular hypotheses and answer your burning questions. &#13;&#10;As a trained scientist, I am obsessed with experimentation, empiricism and using data to make decisions. We\u2019ll delve into all things consumer research, using a scientific analysis style to lift the lid on the most important unknowns for brands, as requested by you!\" class=\"social__icon social__icon--linkedin sharelink--linkedin\" rel=\"noopener\">&#13;<br \/>\n    <a target=\"_blank\" href=\"https:\/\/plus.google.com\/share?url=https:\/\/www.digitaldoughnut.com\/articles\/2022\/february-2022\/how-brands-can-win-the-trust-of-gen-z&amp;title=How Brands Can Win the Trust of Gen Z&amp;summary=Say hello to Attest Investigates! A series where I use the Attest platform to test popular hypotheses and answer your burning questions. &#13;&#10;As a trained scientist, I am obsessed with experimentation, empiricism and using data to make decisions. We\u2019ll delve into all things consumer research, using a scientific analysis style to lift the lid on the most important unknowns for brands, as requested by you!\" class=\"social__icon social__icon--googleplus sharelink--googleplus\" rel=\"noopener\">&#13;<br \/>\n<\/nav>\n<p class=\"blurb\">Say hello to Attest Investigates! A series where I use the Attest platform to test popular hypotheses and answer your burning questions. &#13;<br \/>\nAs a trained scientist, I am obsessed with experimentation, empiricism and using data to make decisions. We\u2019ll delve into all things consumer research, using a scientific analysis style to lift the lid on the most important unknowns for brands, as requested by you!<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.digitaldoughnut.com\/CMSPages\/GetFile.aspx?guid=4d384280-9851-4317-bc70-cd6ef12d3eb3&amp;maxsidesize=734\"\/><\/p>\n<p data-selectable-paragraph=\"\" id=\"d195\">A lot is written and said about Generation Z. As with every previous up-and-coming generation or emerging group of consumers, Gen Zers are subject to a heady mixture of semi-substantiated analysis, criticism, kudos and extrapolation.<\/p>\n<p data-selectable-paragraph=\"\" id=\"6a16\">We\u2019re here to add some light to the often heated debate around Gen Z!<\/p>\n<p data-selectable-paragraph=\"\" id=\"0e38\">Becoming a trusted brand is an ongoing challenge for businesses of all sizes. And for Gen Z, who\u2019ve grown up in a particularly polarised time of rapid social change, making sure your brand\u2019s purpose and values are attractive to them is key to winning their trust, and their business.<\/p>\n<p data-selectable-paragraph=\"\" id=\"909e\">Here\u2019s our Attest Investigates hypothesis: Gen Z would stop buying from brands that don\u2019t meet their personal values.<\/p>\n<h3 data-selectable-paragraph=\"\" id=\"8010\">Method<\/h3>\n<p data-selectable-paragraph=\"\">We surveyed 500 people aged 16\u201324 in the UK for this research.<\/p>\n<p data-selectable-paragraph=\"\">Head over to the Attest dashboard to\u00a0<a href=\"https:\/\/dashboard.askattest.com\/survey\/SWQ4WFEVMQDSXN%5C\" rel=\"nofollow noopener\" target=\"_blank\">see the full results<\/a>, and don\u2019t forget to do some digging of your own using the filters!<\/p>\n<h3 data-selectable-paragraph=\"\" id=\"f97c\">Results<\/h3>\n<p data-selectable-paragraph=\"\"><strong>Just how Important is Brand Purpose to Gen Z?<\/strong><\/p>\n<p data-selectable-paragraph=\"\">To establish the lay of the land, we first asked where a brand\u2019s purpose that\u2019s wider than their business ranks in Gen Z\u2019s overall buying behaviour. Overall it ranked 6th out of 8.<\/p>\n<p data-selectable-paragraph=\"\">This matches with a lot of other research that we\u2019ve run recently: \u2018purpose\u2019 sounds important \u2014 and it is \u2014 it\u2019s just less important than the more fundamental (and classical) drivers of consumer behaviour.<\/p>\n<p data-selectable-paragraph=\"\" id=\"6f61\">Across generations we see consumers placing a higher importance on things like value for money, product quality and customer service \u2014 in fact, these were the top 3 options for our Gen Zers.<\/p>\n<p data-selectable-paragraph=\"\" id=\"b7ba\"><strong>Affordability Reigns Supreme<\/strong><\/p>\n<p data-selectable-paragraph=\"\">When asked which specific traits of a purpose-driven brand people deem most important, money matters.<\/p>\n<p data-selectable-paragraph=\"\" id=\"c1c3\">Affordability (here meaning product accessibility through pricing) came way out in front, with 44% of Gen Zers placing this in 1st spot. Notably, a fairly consistent percentage \u2014 between 11\u201316% \u2014 ranked it 2nd through 5th, a pattern we don\u2019t see for any other factor.<\/p>\n<p data-selectable-paragraph=\"\" id=\"95c9\">In a comfortable 2nd spot is the environment. Overall, 52% of people placed environmental issues in 1st or 2nd place, and of all the issues listed, it was placed last by the lowest number of Zers \u2014 just 9% ranked this last.<\/p>\n<p data-selectable-paragraph=\"\" id=\"f200\"><strong>Majority Would Stop Buying from a Brand Because of its Values<\/strong><\/p>\n<p data-selectable-paragraph=\"\">More than three fifths of Gen Z say they\u2019re likely to stop buying from a brand that doesn\u2019t meet their personal values \u2014 42% say \u2018likely\u2019 and 20% say \u2018very likely\u2019.<\/p>\n<p data-selectable-paragraph=\"\" id=\"1cc0\">Here\u2019s where it gets interesting. While \u2018good\u2019 purpose\/values evidently aren\u2019t especially important to Gen Z, \u2018bad\u2019 purpose\/values alignment with Gen Z can cause brands to lose out.<\/p>\n<p data-selectable-paragraph=\"\" id=\"2fee\">62% is a really sizable chunk of Gen Z consumers whose buying behaviours are influenced by brands\u2019 purpose and values. It\u2019s definitely something brands should always remember \u2014 imagine suffering a potential 62% drop in volume or brand value, just by getting this wrong!<\/p>\n<p data-selectable-paragraph=\"\" id=\"c8a7\">Just under a third (29%) say they\u2019re neither likely or unlikely to stop buying based on a brand\u2019s values. This level of apathy is somewhat encouraging for brands; less so for the planet at large.<\/p>\n<p data-selectable-paragraph=\"\" id=\"1de9\">We also see little difference between females\u2019 and males\u2019 approaches here. The biggest gender difference is in the \u2018neither likely or unlikely\u2019 group \u2014 31% of females chose that, compared with 28% of males.<\/p>\n<p data-selectable-paragraph=\"\" id=\"a3f9\">So, brands beware: don\u2019t get on the wrong side of Gen Z. You can use Attest to discover what this looks like for you, and how Gen Z perceives you, to avoid making this mistake.<\/p>\n<p data-selectable-paragraph=\"\" id=\"8209\"><strong>Most Gen Zers Want to Hear About Brands\u2019 Purpose-Driven Work<\/strong><\/p>\n<p data-selectable-paragraph=\"\">More than half (54%) overall say they\u2019re happy for brands to communicate their purpose-driven work with them, in what must be welcome news to brands.<\/p>\n<p data-selectable-paragraph=\"\" id=\"301d\">Don\u2019t take this willingness for granted though. A still-significant 34% say they\u2019d rather find out about brands\u2019 work on their own terms. This means brands must exercise discretion when promoting their purpose-driven work. Gen Z prefers to \u2018discover\u2019, rather than be \u2018force-fed\u2019 (as we\u2019ve seen in ads\/propositions focused on older generations).<\/p>\n<p data-selectable-paragraph=\"\" id=\"6995\">Overall I think the picture is positive \u2014 88% are happy to hear about brands\u2019 purpose-driven work, even if some would rather find that for themselves. Just 12% say they explicitly don\u2019t want to hear about the good work brands do (potentially an interesting follow-up there \u2014 why don\u2019t they care? Is there anything brands can do to be \u2018good\u2019?).<\/p>\n<p data-selectable-paragraph=\"\" id=\"f9b2\"><strong>Owned Media is Gen Z\u2019s Medium of Choice<\/strong><\/p>\n<p data-selectable-paragraph=\"\">Of those who are happy for brands to communicate their purpose-driven work with them, most told us social media and a brand\u2019s website are the platforms through which they want to hear it. More than half (53%) selected brands\u2019 social media accounts, and 46% selected brands\u2019 websites.<\/p>\n<p data-selectable-paragraph=\"\" id=\"8efa\">Adverts takes a surprising 3rd place in the list \u2014 39% said they\u2019re happy to hear about brands\u2019 purpose-driven work through advertising. This surprised me \u2014 my ingoing hypothesis had been that more Gen Zers would deem ads as spammy, and a less-than-ideal way to convey key messages.<\/p>\n<p data-selectable-paragraph=\"\" id=\"5ee4\">The message here for brands is that reaching consumers in the places they actually want to be reached is vital. Understanding how to communicate different messages with your audience is a key part in formulating an effective marketing, communications and sales strategy.<\/p>\n<h3 data-selectable-paragraph=\"\" id=\"8248\">Future Scope<\/h3>\n<p data-selectable-paragraph=\"\">Cross-generational comparison would be super interesting here. We targeted this survey at just Gen Z, but it\u2019d be fascinating to find out whether we see similarities in older generations, or tensions between generations that brands need to overcome.<\/p>\n<h3 data-selectable-paragraph=\"\">Conclusion<\/h3>\n<p data-selectable-paragraph=\"\" id=\"5228\">What\u2019s absolutely clear from this research is that brand purpose and values really are important factors when Gen Zers are choosing who to buy with.<\/p>\n<p data-selectable-paragraph=\"\">And our hypothesis turns out to be largely true: people will desert brands whose values don\u2019t align with theirs \u2014 and it\u2019s an \u2018away\u2019 thing (Gen Z consumers rejecting brands that fail to align on purpose and values, not moving towards brands that try hard and promote themselves).<\/p>\n<p data-selectable-paragraph=\"\" id=\"3fee\">An encouraging surprise from this research is to learn that so many people are happy to hear about brands\u2019 purpose-driven work. What mustn\u2019t be forgotten though are the nuances between how people want to hear about it.<\/p>\n<p data-selectable-paragraph=\"\" id=\"9192\">It\u2019s vital for brands to stay on top of what consumers expect from them and how they want to be communicated with.<\/p>\n<p data-selectable-paragraph=\"\" id=\"5491\">How can you reach your ideal customers? Read our annual Media Consumption Reports, in which we analyse the types of content consumers are using and guide brands on how to reach them.<\/p>\n<\/p><\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><br \/>\n<br \/><iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.digitaldoughnut.com\/articles\/2022\/february-2022\/how-brands-can-win-the-trust-of-gen-z?feed=Articles-Digital-Doughnut\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Share:&#13; &#13; &#13; &#13; &#13; Say hello to Attest Investigates! 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