Posts

When the Gen Zs take over

/0 Comments/in /by

In this article InsightzClub throws more light on the Gen Zs and their attitude and behavior.

The newest consumer generations— Gen Z and millennials—are the talk of the town nowadays. In this article we understand how these generations are reshaping the way people shop, buy food, and run business. 

The pandemic has altered consumer behavior everyday in many ways – from the way they work to what they buy.

They started out around 1996, so they are up to 24 years of age. Why exactly are they important as a demographic? While they will not peak as a population for another ten years, they are still the core influencers today and have a big impact on both millennials and Gen X’ers with respect to what they buy. 

Gen Z’ers look beyond tangible products and try to understand what exactly it is that makes a company tick. Is it the mission? Their role in the society? 

When it comes to luxury, Gen Xers are willing to splurge but they prefer not wanting to slap the brand name onto their bag or shirt. 

Additionally, Gen Z’ers use their phones a lot more than the previous generations. Hence, they don’t consider it an exciting thing to shop more through their phones than the millennials do, since it’s a tool that they’ve always had. They approach brands differently than previous generations; most marketers have already used the tools needed to engage this audience.

Younger adult generations have shifted from in-store shopping and plan to stick to online shopping even after things go back to normal. This includes the millennials as well. The reasons that both groups prefer to do this is both convenience and price comparison. 

Social media is also a big influence on their purchase decisions. Gen Z have noted that they get shopping inspiration from Instagram with their priorities being on ethics, sustainability, and equality. 

Millennials and Gen Z are the future of e-commerce, but they also are a major part of today. The pandemic has only accelerated things for retailers to create memorable online experiences that fit the needs of the consumers. 

InsightzClub is a tech consumer  insights firm with multiple consumer insights solutions using active and passive data.

To know more about InsightzClub and our solutions to understand consumer behaviour reach out to InsightzClub.

Environmental consciousness is increasingly affecting consumer purchase behaviour- an InsightzClub Study findings

/0 Comments/in /by

Climate change is arguably the greatest threat facing humanity. The responsibility to minimize our impact on the environment falls upon everyone of us. Brand have sought to capitalise on the ‘eco-friendly’ trend. Intentions are difficult to ascertain, but it has contributed to more responsible purchasing behaviour. InsightzClub, a tech-based market research start-up, investigates consumer behaviour towards the environment in South East Asia. 

Environmental responsibility is one of the many hallmarks of the current generation of consumers. When asked to identify the level of concern towards the environment, all responses indicated some concern. 70% of users were at least moderately concerned about the environment. This is useful data as it shows that concern towards the environment is high. For marketeers and brands, it can be used to orient marketing campaigns towards a more environmentally friendly agenda to resonate more with target audiences. 

Among our participants, 80% occasionally recycled. It might be accounted for by the recycling regulations that are beginning to take hold in countries across South East Asia. Singapore is also quite strict when it comes to reducing pollutants and ensuring an efficient recycling process.

In our study, 66% of consumers reported that they generally preferred purchasing products that claimed to be eco-friendly. Only 12% did not prioritise eco-friendly products. These values further reduced when asked about the brand. Responses indicated that brands with eco-friendly marketing and/or initiatives were preferred 80% of the time. 

Preference towards eco-friendly market offerings may be explained by how consumer’s feel about their environmental responsibility and the impact they can make through consumption. Eight in ten consumers reported that they felt their individual actions can contribute to improving the environment. Only 4% disagreed with the statement. Furthermore, 56% claimed that their current purchasing behaviour was contributing to a healthier environment. When asked to identify personal efforts in reducing their environmental impact, reducing plastic, water, and electricity consumption were the most selected options.A highly positive indicator is that 80% of respondents were willing to spend more on products that lowered their impact on the environment. 

Consumer sensitivity to environmental issues has developed purchasing behaviour targeted at more environmentally conscious market offerings. While brands may be able to capitalise on this, it is imperative that brands approach this advantage responsibly, keeping in mind the overarching objective of the campaign – improving the environment. 

To know more InsightzClub and insights on changing consumer behaviour reach out to InsightzClub.