Gen Z Prioritizes Brand Values and Influencer Endorsements in Shopping
Younger buyers care less about deals, new study shows
Gen Z shoppers are much more interested in brand values than Baby Boomers.
Gustavo Fring/Pexels
Key Insights:
- Baby Boomers care more about getting a good deal.
- Gen Z look for brands that connect with their own values.
It’s no secret that Gen Z shops differently than previous generations, with a higher emphasis placed on personal connections than discounts. These contrasts have become even stronger within the last few months, particularly between the youngest and oldest surveyed generations, according to marketing technology firm Valassis’ annual consumer intel report showed.
