Brand preference high among Gen Z worldwide, as many express themselves through brand selection

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 11, 2020, 9:40 AM UTC

Snapchat's recent study across six countries found that Gen Z have higher advertiser recall rates.

As Gen Z becomes the profitable spending cohort, many of them rely on brand identity to express themselves, as per the report. 65% Gen Z in Australia use brands to express themselves, compared 40% of Gen X and Baby Boomers.

Of those polled, 74% of Gen Z prefer brands from the video streaming category and 64% Gen Z prefer brands from the athletic apparel category. 60% American Gen Z rely on friends and family to pick a brand compared to 52% millennials.

Attributes like caring about customers, environment and the broader community were rated high across categories in brand affinity considerations. Gen Z who watched 0-2 seconds of ad had a 55% ad recall rate across the US, UK, Canada and Australia.

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