Report: GenZ are increasingly seeking ‘clicks to bricks’ and trading privacy for personalisation

​Generation Z continue to change the landscape of brands and buying online by trading their data for personalised experiences, according to a new global market research report

Generation Z continue to change the landscape of brands and buying online, according to a new report.

An international study conducted by The Center for Generational Kinetics and commissioned by WP Engine reveals Generation Z, born between 1996-2010, are willing to trade privacy for personalised experiences, prefer business to have both an online and physical presence, and that brands be socially accountable.

In fact, 63 per cent of Gen Z are more likely to support a brand that supports a social cause, a statistic that highlights the growing demand for brands to demonstrate purpose. However, Gen Z also demand brands be authentic in this by not only talking the talk but walking the walk. Twenty-seven per cent have stopped buying from a company that contributes to a social cause they disagree with.

The report also found that because Gen Z has grown up in the hyper-personalised world of targeted advertisements and social platforms, they are willing to trade privacy for personalised experiences. Forty-five per cent will provide their personal data to enable a more personalised experience, for example, over an anonymous one.

Additionally, 44 per cent of Gen Z would stop visiting a website if it didn’t anticipate what they needed, liked or wanted.

Gen Z was also found to trust online businesses as much as physical ones, and prefers businesses to have an online presence and a physical storefront, or ‘clicks-to-bricks’. They also still show a clear preference for a company’s website over a mobile app when making purchases.

“Gen Z is well on its way to becoming the largest generation of consumers by the year 2020,” said WP Engine A/NZ country manager, Mark Randall. “This will have profound implications for marketers and brands who, to effectively engage Gen Z, must embrace new technologies, experiment with new forms of communication, and internalise the nuances in how Gen Z seamlessly blends the analogue and digital worlds.”

Gen Z also demands authenticity when considering the brands they use and buy, with 75 per cent of Gen Z trusting a company more if the images they use are not photoshopped and 85 per cent trusting a company more if they use actual customers in their ads.

Another key report finding showed content is vital. For example, one-quarter of respondents prefer to be entertained by a company’s online content, and 83 per cent are more likely to purchase from a company that provides consistent and relevant content such as videos, blogs, social media posts or a magazine.

“Gen Z is empowered, connected, practical, empathetic self-starters who want to stand out and make a difference in the world,” The Center for Generational Kinetics president, Jason Dorsey, said. “They merge the human and digital experiences - it is all one combined reality for them. They are fuelled by technology engagement and value uniqueness, authenticity, creativity, shareability and purpose. And they look for that from the world around them.”

The survey was designed collaboratively by WP Engine and The Center for Generational Kinetics and administered to 1007 respondents in Australia, ages 14-59, who currently use a smartphone on a regular basis. The survey was conducted online in 2018.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Jeremy Nicholas, Telstra CMO

​The current global COVID-19 pandemic is resulting in unprecedented disruption to every aspect of our lives as marketing and brand professionals, from the ways we work, to how our organisations operate, and the way in which we acquire and engage customers. So we’ve drawn on our wonderful CMO50 alumni community to explore different aspects of the crisis facing all of us right now. In our first episode, we catch up with Telstra chief marketing officer, Jeremy Nicholas, on how he's helping the telco navigate the crisis and meet customer demand.

More Videos

Why these voice assistants are so popular nowadays? Maybe I should get one too? I am really curious.

Jill Kim

Aussie brands jump on voice-interaction bandwagon following Amazon Alexa's local launch

Read more

Your page is very helpful. Thank you for sharing with us

Eriona Ajvazi

10 brands making a positive difference to a world in crisis

Read more

Extremely insightful and well written. Thanks for the great article!

Nicole Brodie Nahum

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blockchain is one of the fastest growing technology in today's digital era. Industries like banking and finance are already using blockch...

Aniket Singh

Can blockchain deliver on its big advertising promises?

Read more

Great article Emma. So many gems in there. Awesome to have you in the team!

One Small Step Collective

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blog Posts

How can organisations debias their decisions?

​People whose personal details and experiences signal they come from racially diverse backgrounds are less likely than anglo or Caucasian candidates to make it through the first cut in recruitment processes. Even if the organisation says it values diversity.

Dr Karen Morley

Author, commentator

Is your marketing team adapting quickly enough to the COVID-19 crisis?

The impact of coronavirus is far reaching with the true impact on the economy and businesses is unknown. While there are a few categories and brands experiencing growth, for the most part the crisis is wreaking havoc for large and small operators across many sectors including entertainment, tourism, retail, fitness, services and the list goes on.

Teresa Sperti

Founder, Arktic Fox

Why COVID-19 makes it more important than ever to move at the speed of the consumer

There is no doubt the challenges we are facing as businesses, advertisers and audiences with COVID-19 are all unprecedented. But with this comes an opportunity to take stock and re-evaluate current strategies, plans and processes to drive efficiencies and relevance in today's market.

Emma Macey

General manager, SuperNova Media

Sign in