PPAI, the international industry association conducted a survey of Generation Z about their views on product media.
Product media appears to play a crucial role in shaping brand image and increasing loyalty among the Generation Z target audience. A whopping 68% indicate that product media has a positive impact on their brand perception.
Their regular use - 34% uses the products weekly - further underscores the importance of selecting practical, attractive items that fit the lifestyle and preferences of this target audience.
Different generations, what about it?
The generations used are made up of a 15-year period. Generations arise because each person is partly a product of the time in which he grows up. Thus, each generation has shared characteristics, talents and needs. This is due to the socioeconomic climate, the social political system and views on education and parenting style. We have five generations:
1941-1955 Baby boomers
1956-1970 Generation X
1971-1985 Pragmatists
1986-2000 Generation Y
2001-2015 Generation Z
2015-now Generation Alpha
The target audience of Generation Z, with ages between 9 and 23, are also called the digital natives. After all, they grew up in the digital age. But also in times of economic crisis, climate crisis and, of course, the corona pandemic. They are highly environmentally conscious, cosmopolitan, entrepreneurial and multitasking. They Appen, Snap, Netflix, Spotify and do their homework in between.
What does product media for generation Z need to meet?
89% wants sustainable and environmentally conscious product media
90% recommends a brand based on product media quality
85% wants product media they can customize and make their own
70% wants product media with digital and interactive components
85% appreciate product media that are culturally relevant and trendy
Characteristics to be met are: multi-purpose, simple, sustainable, environmentally conscious, simple and minimalist, practical and convenient.
What is striking is that they - more than any other generation - place a high value on personalization: 85% compared to 39% of consumers of all ages.
Personalization of promotional products is therefore an important factor in increasing Generation Z satisfaction and brand connection.