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Answers to the top 5 research questions Fortune 100 companies have about their Gen Z audiences

Yabble April 7, 2024

Cracking the Gen Z code has long been a quest for big brands eager to connect with the most internet-savvy, trend-setting bunch of consumers out there. It's all about figuring out what makes Gen Z tick: from their undying loyalty to brands that ‘get them’, to their favorite digital hangouts, and even how they feel about brands knowing a bit too much about them. In this blog, we're diving deep into the heart of Gen Z – revealing everything from why they stick with some brands through thick and thin, to how to catch their eye on social media, and what global events have got them reshaping their shopping habits. With the help of some smart generative AI-powered tools, companies are now piecing together the puzzle of Gen Z's wants and needs faster and more affordably than ever. Get ready to explore the insights that are helping Fortune 100 brands craft killer strategies to win over the coolest kids on the block. 

1. What drives Gen Z's brand loyalty, and how does it differ from previous generations?

Companies are eager to understand the factors that cultivate loyalty among Gen Z consumers. This includes exploring their value-driven purchasing decisions, preference for authenticity, and the impact of social and environmental issues on their brand allegiance. 

Yabble Virtual Audiences powered summary: Understanding Gen Z Preferences 

Generated by Yabble AI 

  • Gen Z consumers value transparency, authenticity, and inclusivity in brands. They prioritize brands that align with their values, particularly in terms of sustainability, social responsibility, and data privacy. 
  • Their brand loyalty is driven by factors such as a brand's commitment to societal issues, its ability to adapt and stay relevant, and the quality of its customer engagement. 
  • Unlike previous generations, Gen Z consumers are willing to pay a higher price for products that reflect their values and contribute to a greater cause. 

Meet Mason ‘Digital Native’ 

Generated by Yabble AI 


2. How does Gen Z prefer to engage with brands, and which platforms are most effective for this engagement?

With Gen Z's fluency in digital and social media, companies want to pinpoint the most impactful platforms and communication styles. This involves discerning between preferences for platforms like Instagram, TikTok, Snapchat, and emerging digital spaces, as well as understanding the balance between digital and physical brand experiences. 

Yabble Virtual Audiences powered summary: Engagement with Brands 

Generated by Yabble AI 

  • Gen Z consumers prefer to engage with brands through digital platforms like Instagram, YouTube, and TikTok. These platforms provide a visually appealing and interactive experience, allowing them to discover new products and engage with influencers. 
  • They appreciate when brands create authentic and relatable content that aligns with their values. However, they sometimes feel overwhelmed by the amount of sponsored content and find it challenging to differentiate between genuine recommendations and paid endorsements. 

Meet Sophie ‘Social Media Maven’ 

Generated by Yabble AI


3. What are Gen Z's attitudes towards data privacy and personalization in marketing?

In an era where personalization can significantly enhance marketing effectiveness, understanding Gen Z's perspectives on data privacy, how they weigh it against the benefits of personalized experiences, and their expectations for transparency and control is crucial. 

Yabble Virtual Audiences powered summary: Data Privacy and Personalization in Marketing 

Generated by Yabble AI 

  • While Gen Z appreciates personalized marketing, they are cautious about their data privacy. They expect brands to prioritize data security and be transparent about their data practices. 
  • Brands that strike a balance between personalization and data privacy, giving customers control over their personal information, are more likely to earn Gen Z's trust and loyalty. 

Meet Olivia ‘Conscious Consumer’ 

Generated by Yabble AI 


4. How do global events and cultural shifts influence Gen Z's consumer behavior and expectations from brands?

Recognizing how major events (e.g., the COVID-19 pandemic, climate change awareness) and evolving cultural norms shape Gen Z's worldviews, purchasing behaviors, and expectations for corporate responsibility can help brands align their strategies with these insights. 

Yabble Virtual Audiences powered summary: Impact of Global Events and Cultural Shifts 

Generated by Yabble AI 

  • Global events and cultural shifts significantly influence Gen Z's consumer behavior and expectations from brands. They expect brands to be socially responsible and actively contribute to addressing societal issues. 
  • Brands that take a stand on important societal issues and contribute to positive change earn Gen Z's loyalty. However, brands need to be authentic in their efforts and not just use these events as a marketing tactic. 

Meet Alex ‘Sustainable Shopper’ 

Generated by Yabble AI 


5. What are the emerging trends and innovations that will shape the future preferences and behaviors of Gen Z?

Fortune 100 companies are always looking ahead to anticipate future trends. Understanding emerging technologies, social platforms, and lifestyle shifts that will influence Gen Z's preferences and behaviors is vital for staying relevant and competitive. 

Yabble Virtual Audiences powered summary: Future Preferences and Behaviors 

Generated by Yabble AI 

  • Gen Z believes that AI, machine learning, and virtual reality will greatly influence their future preferences and behaviors. These technologies offer exciting possibilities for personalized experiences and improved efficiency. 
  • However, they also raise concerns about privacy, job displacement, and the need to maintain human connection. Sustainability and ethical production are key concerns for Gen Z, and they expect brands to prioritize these values. 

Meet Liam ‘Tech Savvy’ 

Generated by Yabble AI 


And there you have it, the insider scoop on what makes Gen Z tick and how savvy brands are staying one step ahead. Want to create your own insights into consumers, categories or emerging trends? The options are limitless. Dive in and see the magic for yourself! For just $500, you can run your own Virtual Audiences project with Yabble and start getting the kind of insights that turn heads and spark trends. So, what are you waiting for? Book a demo with the Yabble team today and take the first step into the future of marketing. Yabble it and bring new insights for your business right to your doorstep!