The research’s findings highlight some key factors for all companies, including the fact that Gen Z is the most likely to be upset by a poor company encounter.
“Gen Z is the generation least likely to report being happy with their customer experience (on a scale of upset to delighted). Gen Z was the most upset by their interactions with federal agencies (only 13% gave a positive rating), followed by investment firms and airlines. Gen Z gave the highest ratings to social media and retail stores.”
Gen Z grew up with social media and eCommerce
Generation Z consumers have grown up with social media and eCommerce, and they increasingly expect companies to meet their unique demands, while also knowing that they have the ability to publicly criticize a firm owing to negative experiences.
Expectations for customer service and reaction have increased, which is critical for businesses to consider in their interactions and actions.
Younger consumers are more concerned with the public health response than Baby Boomers, according to Gen Z respondents. Which also applies in reverse.
Generation Z consumers are more concerned about the brand’s core values, which may be a consequence of the internet era. Younger customers were almost three times as likely as Baby Boomers to say they were very familiar with the brand ideals of the goods they pick.
Outside of their usual communications, brands now have the ability to tell more about their company online, which has expanded consumer capacity to gain an understanding of their positions and approach. The power to connect with a company on a deeper level may be a very attractive draw for consumers to form stronger connections and create a business.
Indeed, keeping a social media presence ranked second among Gen Z consumers as a strategy for brands to stay relevant. The top three spots were taken by those who follow trends on the internet rather than creating them themselves.
Younger customers want to feel more connected with every company they buy from, and social media is the key mechanism for this group to do so.
9 tips to engage with Gen Z
It’s more difficult to interact with Generation Z than it is to teach in a single post, but there are some things to consider as you plan your communication strategy.
- A negative business encounter is most likely to irritate a Generation Z individual.
- Generation Z is empowered and expects brands to keep their promises, which means they’re not afraid to look for alternatives when they don’t.
- Gen Z is more concerned than preceding generations about the safety and health procedures businesses have put in place during the pandemic.
- Gen Z is more aware of brands’ principles, and they are far more likely to cease purchasing from a company if they don’t feel a connection to those values.
- The Gen Z generation is the least likely to promote companies or brands.
- Gen Z consumers are on social media and online sites, so brands must get in touch with them there as well.
- Celebrities and public figures, as well as their friends and family, are more likely to influence Gen Z consumers.
- Gen Z consumers are more aware of how companies tackle social and environmental problems than prior generations.
- Generation Z does their homework before making a purchase, and those reviews are important.