We at AGZ noticed that most of Generation Z have grown up in a time where there are advertisements literally everywhere. With the new Influencers industry, almost all social media platforms are completely saturated with embedded advertisements AND the standard sidebar advertisements. We turned to those of generation Z and asked if the advertisements caused more materialistic behaviour for them. STUDY RESULTS The survey had 31 participants, with 94% of participants within the Gen Z demographic. 94% of participants agreed that advertisements are within the media they regularly view, and65% of participants believe that Generation Z is more materialistic than previous generations due to the advertisement saturation. Participants rarely investigate advertisements further, with only 10% regularly following up an advertisement. SO, HOW DO ADVERTISEMENTS AFFECT GEN Z? Advertisement saturation has made Gen Z hyper-aware of quality since they can see several opinions on products before they purchase. With technology comes a lot of advertisements, but also the ability to quickly perform product evaluation. Growing up with ads has allowed Gen Z to develop new judgement skills from an early age, specifically regarding the quality of marketing and products. Most participants viewed advertisements as a nuisance and stated that they immediately lost trust with the influencers that they noticed promoting products. Several members mentioned that advertisements online are often encouraging buying and discarding in a continuous loop, which many members were unhappy with. Participants stated that they appreciate their items, and they find it rather offensive that brands are assuming they will just throw their stuff away for the new product. There will always be a set of people in each generation that are materialistic, however, Generation Z has been dubbed the sustainable generation. Several participants noted that advertisements are promoting unsustainable behaviour, implying that consumers would be happy to throw old products away for new ones. On average, that is not the case for the members of Generation Z. Participants rarely investigate online advertisements further, with only 10% regularly following up an advertisement. Most shoppers prefer to purchase their items online, however, they don’t like to purchase a lot of items in general. If they were to purchase an item, they would most likely investigate the product via googling the product (87%), followed by watching a youtube product review (52%). If anything Generation Z seems to be less materialistic than previous generations, as they want high-quality products that last a long time, that they aren’t actively looking to replace. HAS CONSUMERISM INCREASED IN GEN Z? It is substantially harder for Gen Z to avoid advertisements as they are saturated in all of the media platforms. That being said, 45% of the population very rarely show interest in products that they see advertised online, and they are less likely to purchase products advertised in media. The majority of participants (77%) order online up to 12 times annually, with 23% ordering at least 24 items a year. 12 items a year may seem like a lot, but often that is the majority of the shopping for luxury goods they do. Consumables (food) are often purchased in store, but the majority of Gen Z does not shop for material items regularly. If they were to consider purchasing a product, a Gen Z would most likely google the product and read reviews on blogs or from sources they trust, such as specific influencers. Youtube and Instagram advertisements that are embedded in the content through brand deals with the influencers tend to have more pull on Gen Z shoppers but is not a guarantee that the product will sell more. In the beginning, influencers were much more believable, but now Generation Z is so used to seeing individuals with big media followings advertising for brands so regularly that they are losing their pull. MINIMALISM MOVEMENT AND DECREASED MATERIALISM Many participants pointed out that minimalism is a huge thing for those in Generation Z, potentially as a response to growing up in a consumeristic culture. Minimalism is a movement in which individuals only purchase items that they absolutely need or that make them happy. There is often a lot of thought that goes into a purchase they make, as they want to be sure that they need it. Often those that are participating in minimalism are beginning to make sustainable choices, such as shopping for clothing at thrift stores and buying second-hand furniture. Minimalists research products heavily before purchasing something new, and will avoid purchasing new items if the option is available. Members of Gen Z are leaning towards the minimalist lifestyle, as it is much more sustainable regarding the environment, and caters to the lack of finances most members experience. Gen Z is 23 and younger, with the oldest members fresh out of school with debt, entering school and debt, or are young enough to be at home with a minimum wage job. Members of Generation Z cannot necessarily afford the consumerist lifestyle, as there is a lack of excess funds to spend on luxuries such as very fashionable clothing, or dummies that make your hair grow longer. So, what do you think of the results? Do you feel as though they accurately depict Generation Z? Let us know in the comments below! DISCLAIMER: The quotes pictured are used from anonymous participant responses. Unfortunately, we received more than could be used in one article, but we appreciate every single piece of feedback in our research. Copyright © 2019 AdultingGenZ, All rights reserved. PARTICIPATE IN OUR CURRENT STUDY!
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