Customer engagement: Brand relationships and Gen Z

By Eva Heukäufer, Jane Cheung and Trevor Davis

Generation Zers have grown up in the era of “fake news.” They are quick to spot misdirection and do not respond to hype. Instead, they are looking for brands to be transparent and authentic. Distinctive and disruptive, these young people wield influence far beyond their wealth and experience. And they have redefined loyalty as we traditionally know it. To attract this generation and build loyalty, brands must provide opportunities for engagement and co-creation. Most important, they must provide quality products and services and be clear about what they stand for in the marketplace and beyond. Brands must demonstrate they are trustworthy as well as relevant.

Gen Z infographic

Download the study infographic (854KB)

Gen Z Brand Relationships PDF cover

Featured findings

59% of Gen Zers said they trust brands they grew up with
47% of Gen Z said that, if given the opportunity, they would like to submit ideas for product design
When Gen Zers share opinions, they provide 2X more positive feedback than complaints.

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