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'Post-truth' climate impacts Gen Z's conflicting brand perceptions, Forrester says - MarketingDive

'Post-truth' climate impacts Gen Z's conflicting brand perceptions, Forrester says - MarketingDive | The Marteq Alert | Scoop.it
  • More than half (51%) of Gen Z respondents aged 18 to 23 years will always research a company to ensure it aligns with their position on corporate social responsibility before making a purchase, according to a Forrester study emailed to Marketing Dive.
  • The percentage of that same age cohort that said it's "cool" to be associated with a brand on social media fell to 46% in 2020 from 52% in 2019, Forrester found. In a separate survey, 44% of 12- to 17-year-olds said they don't trust ads they see online, while 56% agree that ads are a good way to learn about new products.
  • The Forrester report details how to reconcile Gen Z's conflicting messages for brands as companies seek to engage with a generation that has an estimated buying power of $143 billion in the U.S.
CYDigital/marteq.io's insight:

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Gen Z remains elusive and cause-driven under pandemic, putting legacy laggards at risk - MarketingDive

Gen Z remains elusive and cause-driven under pandemic, putting legacy laggards at risk - MarketingDive | The Marteq Alert | Scoop.it
Apple AirPods, CVS Pharmacy, Disney, Netflix and Spotify have seen the largest gains in brand love among Generation Z since the start of the coronavirus pandemic in March, according to a Morning Consult report shared with Marketing Dive.
In terms of brands that have raised the most awareness during the health crisis, Zoom (+38 points), Quibi (+27), HBO Max (+10), S.C. Johnson (+10) and Tubi (+9) led the pack, the survey of 7,000 Gen Zers revealed. Morning Consult defines Gen Z as those born between 1997 and 2012.
More than a quarter (26%) of Gen Z's 50 most-loved brands are in the food and beverage category, while nearly a fifth (18%) operate in TV, music and radio. However, Gen Z's average brand love and awareness scores are lower than every other generation, Morning Consult found.
CYDigital/marteq.io's insight:

Another example of how Gen Z defies branding boundaries.

 

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