76% of Gen Z are using isolation time for personal and professional development

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 24, 2020, 2:19 AM UTC

357 Gen Z consumers aged 16-24 were surveyed to evaluate consumer behaviour amid COVID-19 by Amplify Solutions.

The report found that Gen Z are experiencing depression and anxiety as a result of home isolation due to the pandemic. However, 76% of them reported using this time for personal and professional development.

On the advertising front, over 50% of Gen Z consider it appropriate for brands to advertise during the pandemic for business’ survival. 27% of those polled said it was inappropriate, while 21% were unsure. However, participants believe brands must advertise “thoughtfully”.

With 22% of Gen Z losing a job or internship, most plan to spend less on online shopping. Men (37%) and women (19%) reported spending most of their online budgets on learning courses or digital tools.

Read the original article

[4 minute read]