73% of Gen Z consumers show interest in a brand when their friends talk about it

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 20, 2019, 12:52 PM UTC

Snapchat, in partnership with CASSANDRA, conducted a survey to learn about Gen Z shopping trends, product discovery behaviour and brand expectations.

This piece states that most Gen Z consumers indicated that they would be interested in a brand if their friends were talking about it. But only 9% of them said that they discovered a brand from sponsored or influencer posts.

Over a quarter of Gen Z became aware of a brand for the first time when recommended by friends and family. This younger generation is also more likely to visit the company website to learn more about the brand than through social media profiles.

More than half of consumers will stop using a brand if the company engages in unethical business practices. 37% of consumers would also stop engaging with a brand if their practices negatively impact the environment.

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