Cognizant surveyed 1,000 Gen Z and millennials from US’ New Heartland and Coasts.
The report states Gen Z not only wants control over the content they consume, but they also prefer seeing ads based on their online activities and interests. 50% Gen Z and millennials on average will choose a brand if it demonstrates an understanding of their lifestyle and values.
Gen Z from New Heartland and Coasts say understanding customers is critical for a brand. Of those polled, Gen-Z from New Heartland (60%) and Coasts (53%) feel brands targeting messages to them, get it right.
49% and 44% of Millennials from New Heartland and Coasts respectively, share similar feelings. In a cited Adweek and IBM report, 44% of the internet users say that they will leave a brand that didn’t personalise content.
[3 minute read]