LinkedIn, the world’s largest professional network, carried out a study on the behavior, consumption habits and values of Generation Z (1997 – 2012), bringing data on how this audience relates to brands.
This is the fastest growing audience on the platform and will be the largest generation of consumers, accounting for R$164 billion to R$812 billion in direct spend. According to the survey, only 21% of members of this generation around the world feel represented in advertising and 36% say companies should make them feel more valued.
Altruistic and conscientious, this audience wants to be the best they can and, therefore, will choose companies that correspond to that as well. Valuing sustainability, social responsibility and feedbacks of consumers are crucial points in this search for products and services.
The research pointed out that they are ambitious and aim to constantly grow, and the brands that enter as allies in this development trajectory will have advantages over the others when it comes to attracting attention.
Among the main requirements that govern their consumption habits, brand reliability is highlighted by more than half of Gen Z members globally. Furthermore, 74% prefer to save and wait to buy a quality product and 62% would pay more for an environmentally friendly product.
According to Ana Moises, LinkedIn Marketing Solutions Director for Latin America: “Soon, Generation Z will be the largest group of online consumers worldwide, and to win them over, brands need to start building relationships with them from now on, prioritizing innovative and intelligent ways of positioning themselves. It is not enough to have a beautiful speech, it is necessary that there are effective actions both internally and externally”, he says.
Consumption on social networks
Considered the first generation of digital natives, they use social networks as the main channel for discovering new brands and carefully analyze how they communicate and what type of content they produce on the networks. The survey results show that those born between 1997 and 2012 prefer content that includes real stories, tool tips, guides, questions about diversity, ideas and inspirations.
According to the study, the number of likes and positive comments are also evaluated by them at the time of purchase, in addition to preferring to use the “buy” button directly on social networks.
“On LinkedIn, 80% of Gen Z members consider the platform to be reliable, which is reflected not only in usage time, but also in advertising consumption within the network. Segmentation is important because it allows an identification that goes beyond language, passing through approach, interest and, of course, values and purpose”, says Ana Moises.
Also on LinkedIn, the survey shows that more than 15 million professionals from Generation Z in Latin America have a profile on the platform, with 56% of them in Brazil.
Study data was based on internal and external information: LinkedIn Internal Data – Latam Gen Z Audience, GWI Data 2021, Forbes “How Gen Z Is Bringing A Fresh Perspective To The World Of Work”, Microsoft’s Work Trend Index, Insider Intelligence eMarketer report: Generation Z News: Latest characteristics, research, and facts May 2021 and Global Web Index 2021.
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