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: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Great article!

Daniel Dan

What robotic process automation can do for marketers

Read more

We can deliver DIP N PAY JP54,JET A1,D2,FOB @Rotterdam CRUDE OIL CIF /DIP N PAY TANKFARM CHINA ,we have sellers that can work based on st...

JSafra Bank

Google+ and Blogger cozy up with new comment system

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in