New Ideas in Marketing
Essential news for marketers, summarised by YouGov

357 Gen Z consumers aged 16-24 were surveyed to evaluate consumer behaviour amid COVID-19 by Amplify Solutions.

The report found that Gen Z are experiencing depression and anxiety as a result of home isolation due to the pandemic. However, 76% of them reported using this time for personal and professional development.

On the advertising front, over 50% of Gen Z consider it appropriate for brands to advertise during the pandemic for business’ survival. 27% of those polled said it was inappropriate, while 21% were unsure. However, participants believe brands must advertise “thoughtfully”.

With 22% of Gen Z losing a job or internship, most plan to spend less on online shopping. Men (37%) and women (19%) reported spending most of their online budgets on learning courses or digital tools.

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[4 minute read]

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