Research released today from Snap uncovers the trends that Gen Z are leading in shaping online and retail culture. The global study, of nearly 5,000 Gen Z carried out in partnership with Crowd DNA, reveals a significant shift toward this cohort embracing immersive shopping experiences. The results also reveal what motivates Gen Z to engage with brands, what brands need to do to build deeper connections, and why brands need to embrace AR to remain relevant.
As the true ‘digital native’ generation, visual communication is key for Gen Z, with 92 per cent of UK respondents saying they have used some form of visual communication when messaging friends, and 3 in 5 say that they are using it to get a more personal connection. This cohort has embraced AR, with 93 per cent of respondents interested in using AR for shopping according to the study. In the UK other key findings include:
- 88 per cent are interested in using AR to try on makeup or clothes
- 50 per cent agree that digital avatars / Bitmojis help them to express themselves
- 60 per cent saying AR experiences feel more personal
- More than 60 per cent that AR experiences make life easier
- Just over half (51 per cent) of Gen Z are more likely to pay attention to an ad that incorporates AR
The study reveals that Gen Z care deeply about society and the environment, and the social impact of their lifestyles, with 66 per cent in the UK study saying they feel a responsibility to make the world a better place. 67 per cent also state they find value in taking action for the collective good, and these respondents are three times more likely to want to use AR shopping tools to help reduce carbon emissions and their personal environmental impact.
The study also shows that Gen Z values relationships now more than any other generation, with nearly 3 in 4 also agreeing that connecting with close friends is the simplest way for them to feel happier. 69 per cent of UK Gen Z respondents actually plan on spending more time connecting in person than before the pandemic (vs 63 per cent of Millennials and 59 per cent of Gen X).
Jo Tenzer, head of EMEA marketing insights at Snapchat, comments, “This global study of 5000 is a true barometer of how Gen Z are feeling and communicating. A powerful theme emerging from the study is the particularly strong desire among Gen Z to create meaningful connections with people and brands. Brands need to respond to this by being open, honest and clear with their goals, motivations and values. With a desire to express their true selves creatively and visually, Gen Z are also seeking fun, personalised, immersive and social experiences. AR offers the tool for brands to seamlessly facilitate this by enhancing real-world experiences.”
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