Generation Z showing high level of brand engagement

Gen Z consumers actively seek out what a brand is saying about its own products. A review of popular new brand websites pointed to a number of factors that are likely pushing Gen Zers to engage deeply with brands.

Two data points reveal an interesting contradiction. First, when Gen Z consumers shop, they do their homework. They’re very informed about deals and points, and don’t like to buy before they’ve examined their options.

Second, they spend a lot of time doing that research on a brand’s owned properties — i.e., its websites, mobile apps and... More...

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