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Sensis and ThinkNow Survey: 71% Of Gen Z Prefer Brands That Make Them Feel Good
Manuela Walfenzao| 17 de julio de 2017
53% de esta generación se relaciona más con aquellas marcas que contribuyen a mejorar el medio ambiente
Sensis and ThinkNow conducted a purchase behavior survey on the so-called Z Generation in the U.S., which revealed that 71% of those surveyed, prefer buying brands that make them feel good about themselves, whereas 53% relates more with brands that contribute to improving the environment. The survey interviewed 952 people from this group, who were consulted on three topics: What are your favorite foods and drinks, and where do you buy them;? What are the multicultural products and services you prefer and why;? and Who are your multicultural influencers when buying.? Native digitals from this generation value physical experiences more than virtual ones when buying. 56% of the people surveyed prefer buying products in stores and that same percentage said that seeing an item in-store encourages them to purchase it. The study also showed that 37% see the product online and buy it at stores, while 27% sees it in stores and buys it online. Regarding influencers, so used by brands nowadays, only 32% of those surveyed feel that influencers on social networks are good role models, whereas just 28% think celebrities are. And 23% answered that the latter influence their purchase decisions. Regarding food, generation Z prefers fast food (57%) and buying it in supermarkets (54%).
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