LinkedIn research shows that young people born between 1997 and 2012 do not feel represented in advertising
Generation Z promises to be the largest generation of consumers, accounting for spending ranging from R$164 billion to R$812 billion in the coming years. But those young people born between 1997 and 2012 do not feel represented in advertising. According to a LinkedIn survey, only 21% identify with brand initiatives around the world, and 36% ask for more appreciation.
“Soon, Gen Z will be the largest group of online consumers worldwide, and to win them over, brands need to start building relationships with them now, prioritizing innovative and smart ways to position themselves. It is not enough to have a beautiful speech, it is necessary that there are effective actions both internally and externally”, says Ana Moises, LinkedIn Marketing Solutions Director for Latin America.
Considered the first digital native exponents, young people of generation Z use social networks as the main channel for discovering new brands and their positioning. More than half seek confidence and 74% prefer to save in order to purchase a quality product.
Environmentally correct and socially conscious products are the group’s favorites, which grew faster on the platform. The preference is for content with real stories, tool tips and guides, as well as issues related to diversity, ideas and inspirations. Likes and positive comments are also evaluated at the time of purchase.
“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.
More than 15 million Generation Z professionals in Latin America have a LinkedIn profile, with 56% of them in Brazil. In total, the platform has about 800 million users distributed in more than 200 countries.
Os dados do estudo reúnem informações do 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 e Global Web Index 2021.
