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However, this cohort is not as enthusiastic as millennials are about sharing personal data with companies.

A CMO Council and Pitney Bowes study recommends omnichannel marketing to reach Gen Z consumers based on the findings. 88% of Gen Z respondents stated that they would prefer brand experiences delivered by blending digital and physical channels.

56% of Gen Z respondents said that they want “videos to reflect the products and services that they already own or are interested in”. 87% of baby Boomers, 85% of millennials, 83% of Gen X and 82% of the silent generation have a common preference for omnichannel marketing.

Additionally, the report found that millennials are more enthusiastic than the Gen Z cohort in sharing personal data with brands. Gen Z, at 43%, is also more likely to favour interactive video.

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