Snapchat Reveals New Research on Connecting with Gen Z Consumers

Understanding Gen Z’s Digital Engagement

Snapchat has released groundbreaking research showing that 76% of Gen Z actively avoids advertisements, prompting the platform to share essential strategies for effectively marketing to Gen Z on Snapchat. The study, conducted in partnership with BBDO NY, surveyed 6,000 Gen Z social platform users across six major markets.

Values Over Status: A Paradigm Shift

The research reveals a fundamental shift in how younger consumers engage with brands. Unlike previous generations, Gen Z prioritizes social causes and advocacy over displays of wealth and status. A striking 70% of respondents said they assign more status to figures who advocate for global causes, while 59% view wealth displays on social media negatively.

Authentic Brand Connections in the Digital Age

Value alignment has emerged as a crucial factor in Gen Z purchasing decisions. The study found that 60% of Gen Z consumers only buy from brands whose values match their own, and they're willing to pay premium prices for such alignment. This represents a significant opportunity for companies willing to take genuine stands on social issues.

Regional Market Variations

Regional variations in values add complexity to the equation. While universal themes exist across markets, priorities differ significantly between the U.S., U.K., Canada, France, Germany, and Australia, requiring brands to implement effective ecommerce strategies for different markets.

Creator Partnerships

The research highlights that 65% of Gen Z prefers creator-generated brand content, making partnerships with authentic content creators essential for brands seeking to connect with this demographic. Companies implementing strategic social media marketing campaigns have seen significant improvements in engagement rates.

Strategic Implementation

For businesses looking to implement these findings, focusing on authentic social advocacy rather than luxury lifestyle marketing is crucial. Organizations must demonstrate clear value alignment through consistent actions and messaging while developing region-specific strategies that resonate with local Gen Z priorities.

The findings suggest a fundamental shift in consumer behavior that requires brands to rethink their traditional marketing approaches. With Snapchat's predominantly young user base, these insights offer valuable direction for companies seeking to build lasting connections with the next generation of consumers.

Source: For more information about Gen Z consumer behavior, visit Pew Research Center's study on Gen Z