Gen Z and Millennial research, trends, and insights
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THE INFLUENCER EFFECT
Influencer marketing is allowing the online-famous to make big bucks with brands clamoring to strike partnerships in an effort to reach the elusive ad-skipping generations. While brands race to understand the effectiveness of the now-popular tactic, we went straight to the source, and asked young consumers what they really think about influencers and influencer marketing. We uncovered that over three in ten Gen Z & Millennials consider online celebrities their friends, even more are more likely to consider purchasing a product their favorite online celebrity recommends, and so much more about the Influencer Effect. This trend explores the driving factors behind the trend to help you construct the most effective of influencer strategies.
It’s the era of the Unicorn Frappuccino, when food, places, products, even colors have the potential to become viral phenomena—and moneymakers—thanks to the power of the perfect social media shot. Instagrammability has become a currency for brands, and finding the perfectly picturesque is a rising motivator for young consumers, influencing the places they visit and the brands that they buy. Now brands are facilitating Instagrammable moments, with events, products, and campaigns focused on providing the best post possible—and 56% of 13-34-year-olds tell us that they like it when brands create things designed to be shared on social media. Instagrammability is more important than ever before, and we’re diving into the marketing it’s motivating, and more.
Considering 96% of Millennials and Gen Z are interested in travel, it’s no wonder they’re changing the rules when it comes to where to go, what to see, when to plan, and how to budget. Think Airbnb is their favorite way to stay? Think again. Immersing themselves in local culture is certainly at the top of their priorities, but hotels and resorts continue to be trusted for finding deals, feeling safe, and all-in-one perks. This generation has lofty goals—they want to visit far off destinations and continually explore new places. Mixing checks on their bucket list with staycations and local family-oriented trips is how they’re fulfilling that sense of wanderlust. The average Millennial will take more than three trips this year—make sure you know how to be a part of their experience.