Gen Z Becoming Skeptical of Influencers and Sustainability Claims, Study Finds
VANCOUVER, Canada, June 10, 2024 (VSNewsNetwork.com) - A new report by Rival Technologies and Reach3 Insights reveals shifting attitudes among Gen Z consumers towards social media influencers and sustainability messaging. The study, based on a survey of 750 Gen Z individuals in the US and Canada, highlights changes in online shopping behaviors, brand loyalty, and perceptions of influencer marketing.
According to the research, social media continues to play a significant role in product discovery for Gen Z, with Instagram, TikTok, and YouTube being the top platforms used to find new brands. However, the path from discovery to purchase is complex, with only 18.4% of online shoppers in this age group completing purchases through social media channels. In contrast, 88.2% prefer online marketplaces like Amazon and Etsy, and 74.6% opt for brand websites.
The study indicates a growing skepticism among Gen Z towards influencer marketing, with nearly half of the respondents expressing reluctance to buy products recommended by influencers. Many participants described paid influencer partnerships as “very insincere” or “annoying.”
“Influencer marketing is at risk of facing a serious reckoning,” stated Paula Catoira, Chief Marketing Officer at Rival Group. “To ensure ROI from influencer partnerships, brand marketers need to understand their Gen Z customers and align their marketing strategy with the needs of this audience.”
The report also shows that while 42.9% of Gen Zs prefer sustainable products when available, cost and budget considerations remain crucial in their purchasing decisions. This is exemplified by the continued popularity of fast fashion despite its environmental impact.
“Our research highlights how the attitudes and behaviors of Gen Zs can shift significantly as they go through different life stages and as socio-economic factors evolve,” said Andrew Reid, CEO and Founder of Rival Technologies. “To get accurate and nuanced insights on Gen Zs and win their loyalty, brands need to engage with these young consumers on an ongoing basis and do it in a way that’s aligned with their expectations and behaviors.”
The findings come from the 2024 Gen Z Marketing and Engagement Report, which utilized Rival Technologies' conversational research platform to gather quantitative, qualitative, and video feedback from respondents. This approach, which encourages candid participation, has been employed by companies such as Warner Bros. Discovery, REVOLT TV, and Coca-Cola to gain valuable consumer insights.
For more information on the study and Rival Technologies’ research methods, visit rivaltech.com or reach3insights.com.
Source: Rival Technologies and Reach3 Insights via Social Media Today