Authenticity, personalization resonate with Gen Z shoppers, IRI study finds
Chicago-based Information Resources Inc. (IRI) announced findings from two recent studies of the shopping attitudes and behaviors, along with the emotional drivers of Generation Z (aged 21 and under). The studies give manufacturers and retailers insight into how to effectively communicate with this generation of consumers, it said.
In partnership with The Family Room LLC, Norwalk, Conn., these studies surveyed a cross-generational sample of the Gen Z population segment, which exemplifies that a brand’s authenticity is more important to Gen Z than preceding generations, the market research firm states. The discoveries also show that Gen Z’s preferences tend to have significant influence on the purchase behaviors of their household, which could motivate manufacturers and retailers to adjust their marketing strategies now to win over Gen Z shoppers, it adds.