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

More Videos

Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together in Melbourne t...

Sumit Takim

In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne

Read more

Are you sure they wont start a platform that the cheese is white, pretty sure that is racist

Hite

New brand name for Coon Cheese revealed

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in