Do your branded marketing messaging campaigns look more
like 2005, 2015, or 2025? Here is the
question are you looking a customer ahead?
All food retailer know that Gen Z is their key target customer for the
next 12 years. Steven Johnson
Grocerant Guru® at Tacoma, WA based Foodservice Solutions® often repeats this
catch-phrase “consumers are dynamic not static”.
Evolving with your target customer is a must. We Generation
Z is the first to be digitally native and if you are wondering what's driving
the cohort's brand loyalty is shopping and advertising preferences, keep
reading.
So, according to a new consumer sentiment survey
commissioned by NCSolutions (NCS),
1.
nearly six in 10 members of Gen Z (58
percent) don't like advertising that interrupts the content they're enjoying
2.
vs. 38 percent of baby boomers.
3.
At the same time, more than half of
Gen Zers (52 percent) say they'll engage with creative and entertaining ads,
4.
compared to 42 percent of boomers,
5.
Generation Z (sometimes called
zoomers), born between 1997 and 2012, is now flowing into the workforce and
represents significant spending power in the consumer packaged goods (CPG)
marketplace. Gen Z households spend an average of 12 percent more on consumer
packaged goods than all other households,
Below are the four advertising factors that NCS identified as driving the Gen Z cohort's
buying decisions:
A social and sustainable mindset
drives brand loyalty.
Gen Zers prefer brands whose missions align with their
values and are more willing to support and be loyal to purpose-driven brands.
Thirty percent of Gen Zers value brands that prioritize the environment,
compared with 15 percent of baby boomers, and 27 percent of Gen Z will stay
with brands that use sustainable packaging vs. 18 percent of baby boomers.
As a result, Gen Z is less concerned than other generations
about being loyal to brands that provide the best quality or value for their
budgets. For instance, fewer Gen Zers (59 percent) find the quality of a brand
important than boomers (75 percent). Boomers also believe value is more
important (79 percent) to them than zoomers (68 percent).
Alan Miles, CEO of NCSolutions,
stated, "Gen Z undoubtedly will raise the bar for CPG brands, as they
differ from older generations in some meaningful ways. Having grown up with —
not alongside — the internet, they are used to having instant access to
information, products and services. They bring to the marketplace a fully informed
and defined point of view about advertising and brands," ... "That
presents both an opportunity and a risk for brands, which is why we conducted
this analysis. The findings will support brands as they consider how best to
connect with and build relationships with this generational force."
Unobtrusive, funny and social ads
connect.
More than other generations, Gen Z is most
engaged when advertising is humorous or entertaining. Almost six in 10 (58
percent) dislike ads interrupting their content. More than half (52 percent)
prefer creative and entertaining advertising, while only 42 percent of baby
boomers, 44 percent of millennials and 40 percent of Generation X agree.
Brands that tickle the funny bone are more likely to
capture Gen Z's attention, NCS found. Forty-three percent say they prefer ads
to be humorous. Ads with a social message also resonate well with Gen Z; 17
percent like ads when they are aligned with the social messaging of the ad
compared with 6 percent of baby boomers.
Social media sways decisions.
Zoomers are most receptive to advertising that appears
in social media feeds, much more so than ads that appear on either cable TV or
broadcast television. Nearly three in four Gen Zers (72 percent) say
they're open to seeing ads in their newsfeeds vs. 28 percent who say
they're receptive to ads on cable TV and 20 percent who say they're open to
broadcast TV advertising.
Conversely, 19 percent of baby boomers are more receptive
to ads on social media vs. 58 percent who say they're receptive to broadcast TV
advertising and 45 percent to cable TV ads.
Miles continued, "The economic impact Gen Z will have
in the coming years makes understanding what makes this generation tick
particularly significant for brands' long-term marketing strategies," ... "The
purpose-driven mindset and significance of social media in the lives of zoomers
are notable differences."
Zoomers love convenience.
The analysis also found the younger generation values
convenience in several different ways. Fifty-five percent of Gen Z keep
frozen meals on hand compared to 49 percent of older generations. Twenty-two
percent of Gen Z shop for food items at convenience stores, and 18
percent look for food products in drug stores. At the same time, only 8 percent
of Gen X shop for food at a c-store and 6 percent seek food products at a
drugstore.
The convenience factor also applies to eating patterns for
Gen Z. Just more than half (51 percent) are frequent snackers compared
with 42 percent of baby boomers. One-fifth are meal planners, while 34 percent
of baby boomers plan weekly meals.
Miles went on to say, "Creative executions and
advertising platforms that worked for previous generations may not drive the
same sales impact for Gen Z consumers," ... "Marketers will need to
test, measure and learn to understand what messages, platforms and creative
work best for their brand. Although zoomers have a different set of
expectations than previous generations, the fundamentals of effective
advertising remain the same."
NCS conducted an online survey of 2,186 consumers in
February. Half of the respondents are from Gen Z, with the other half
split among baby boomers, Generation X and millennials. The full report
is available for download.
Invite Foodservice Solutions® to complete a
Grocerant ScoreCard, or for product positioning or placement assistance, or
call our Grocerant Guru®. Since 1991 Foodservice
Solutions® of
Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or
253-759-7869
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