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Turns out, 18-24-year-olds are the least likely to feel “delighted” by their interactions with companies.

Jan 31 2022

Turns out, 18-24-year-olds are the least likely to feel “delighted” by their interactions with companies. According to a Qualtrics survey of 9,000 consumers asking them to rate how they felt after a recent interaction with a brand or organization, 18-24-year-olds gave the lowest scores for federal agencies, investment firms, airlines, car rental, and utilities, citing them as the industries that make them feel the most upset. The industries that received the highest ratings from 18-24-year-olds, however, are social media, retail, fast food, grocery, and streaming media. One factor influencing this age group to stop purchasing from a brand that was mentioned in the survey is insufficient COVID-19 safety measures (30% of 18-24-year-olds say so, versus 14% of Baby Boomers). As one Qualtrics exec puts it, “To win in 2022, organizations need to better understand and cater to the needs of these younger consumers, even as those needs shift during different stages of the pandemic.” The fact is, Gen Z and Millennials are highly aware of a brand’s / industry’s societal values to the point where they will choose to not engage if it doesn’t share their beliefs. (Business Wire)