Gen Zs have strong personalities and values, making it hard to gain their loyalty, with 67% of Gen Z saying people cannot be trusted.
Based on an Ernst and Young study identifying five segments of Gen Z, this piece argues brands should understand the diversifying views of Gen Z. The report has segmented Gen Z as Stressed Strivers, Carefree Constituents and Authentic Activists among others.
EY’s Marcie Merriman says understanding drivers of each segment is important to provide Gen Z’s preferred products, services and experiences. The author contends that Gen Z’s influence in the workplace, economy and society is likely to grow in the coming years.
To gain Gen Z’s trust, brands should embrace transparency and provide them with a platform to remain authentic and connected. Further, 84% of Gen Z use social media accounts more for communication than public sharing.
[7 minute read]