Study: What drives Gen Z loyalty and purchasing decisions?

New research from Snapchat reveals how younger customers relate to brands—and how marketers can respond.

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Gen Z marketing study

The kids are all right, but winning their loyalty takes a deft marketing touch.

New research from SnapChat reveals key insights into how Generation Z members (those born in the late 1990s and early 2000s) prefer to interact with companies online. The data also unveils crucial and tactics tips to reach this emerging cohort.

Over a quarter of Gen Z members said they first heard about a new brand from a friend or family member’s recommendation. Just 9% said they learned about a brand through a “sponsored influencer” post. That could be a sign of increasing distrust of influencers and growing fatigue with their sponsored posts. (Some PR and marketing pros have warned that the influencer marketing bubble will soon burst.)

How Gen Z members learn about new products varies by category, according to the Snapchat research. Friend and family recommendations are especially important for retail, entertainment, fashion, and technology brands.

Seeing the item in a store is the best way for Gen Z to learn about food products. For consumer goods and beauty products, one in four agree that an online ad is the preferred way to discover new brands.

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