New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Companies should provide Gen Z with social proof using authentic customer reviews.

Social proof marketing involves referring to other’s actions that help guide a shopper’s decision. Marketers can engage Gen Z on their trusted channels with social proof since this group values content which is “authentic-feeling and ultra-relevant”.

The most scalable and effective way of demonstrating authenticity is leveraging unbiased customer reviews. Among all demographics, Gen Z values detailed product reviews the most. 37% of them believe that the brands which don’t share reviews are hiding something. Two in three of Gen Z consumers consider over three reviews before purchasing.

Additionally, companies can use influencers who provide insights on how to use the products in “real-life situations”. However, only 31% of consumers truly trust the information provided by them.

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[4 minute read]

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