Chicago — Gen Z, consumers 21 and under, value a brand’s authenticity more so than previous generations, according to Information Resources, Inc. (IRI), which also notes the demographic has substantial influence on household purchasing decisions as 47 percent of the cohort participates in grocery shopping.
“Gen Z is deeply motivated by authenticity and a brand’s ‘emotional DNA,’ which we define as how completely a product or brand aligns with the values shoppers attribute to it,” says Robert I. Tomei, president of consumer and shopper marketing and core content services for IRI. “Because Gen Z shoppers rely more on brand recognition to make purchase decisions than their millennial counterparts, it is critical that manufacturers and retailers create transparent and authentic relationships with the Gen Z population early on to build loyalty as their purchasing power grows.”
A cross-generational survey by IRI also found that 38 percent of Gen Z consumers think “it’s cool,” to get ads or promotions based on their interests and shopping habits. Additionally, the cohort sees personalization activities as a great way to discover new products, according to the market research company.