2023 Britvic Soft Drinks Review Convenience - Flipbook - Page 36
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CATEGORY OVERVIEW
How to recruit Generation Z
Anyone born between 1997 and 2010 belongs to
Generation Z.15 Superlatives are unavoidable when
discussing this group, which makes up 15% of the
population and has 10 million UK members.16 It’s the first
generation raised with near universal internet access;17
the least likely in history to drink alcohol18 and the most
concerned with mental health19 and environmental and
social justice issues.20
We believe they are also more conscientious when deciding
which products they put in their shopping baskets. They
expect brands to demonstrate genuine ethical behaviour,
with 62% of Gen-Zers agreeing that brands should be
involved in campaigning for social justice.16 58% say they
are worried about the environment.16
Brands must be where Gen-Zers are. 97% of Gen-Zers
own a smart phone16 and they spend more time online
than any other age group, accessing the internet for
an average of 5.9 hours a day on their phones and
10.6 hours overall (gaming, streaming, online learning,
etc).21 They spend an average of three hours a day on
social media.21
But their choice of social media platforms differs widely
from those of their parents’ generations. 71% of GenZers interact with Instagram on a daily basis, making it
this generation’s most popular platform; next are TikTok,
YouTube (both with 68%) and Snapchat (67%)22. Just 46%
use Facebook and only a third (33%) uses Twitter daily.22
Clearly, attracting and maintaining Generation Z’s loyalty
is crucial for brands. Doing so requires a new approach
and a lighter touch. Building a genuine emotional
connection with Gen-Zers and exciting them with new
flavours, promotions and propositions is key.
15 Pew Research Centre, Defining generations: Where Millennials end and Generation Z begins, 17/01/2019 https://www.pewresearch.org/fact-tank/2019/01/17/wheremillennials-end-and-generation-z-begins/
16 Mintel, UK Lifestyles of Generation Z Market Report 2023, https://store.mintel.com/report/uk-lifestyles-of-generation-z-market-report#:~:text=How%20many%20Gen%20
Z’s%20are,around%2015%25%20of%20the%20population
17 Insider Intelligence, US Generation Z Technology and Media Use, 11/11/2021 https://www.insiderintelligence.com/content/us-generation-z-technology-and-media-use
18 ONS, Who is the most sober generation? Gen Z, 09/09/2023 https://www.deseret.com/2022/9/23/23366775/gen-z-more-sober-than-older-generations
19 The Economist, Generation Z is stressed, depressed and exam-obsessed, 27/02/2019 https://www.economist.com/graphic-detail/2019/02/27/generation-z-is-stresseddepressed-and-exam-obsessed
20 Deloitte, Gen Z And Environmental Issues: How To Earn Young Consumers’ Trust, 01/06/2022 https://www.forbes.com/sites/forbescommunicationscouncil/2022/06/01/
gen-z-and-environmental-issues-how-to-earn-young-consumers-trust/
21 Adobe, How Much Time Does Gen Z Spend Online? https://wearearise.com/generation-z-spend-10-6-hours-a-day-engaging-with-online-content-every-day
22 Statista, Share of Gen Z users in the United Kingdom engaging with selected social media platforms daily in October 2022 - https://www.statista.com/statistics/1341903/
social-media-daily-usage-uk-gen-z/#:~:text=Daily%20social%20media%20usage%20among,the%20UK%202022%2C%20by%20platform&text=According%20to%20
a%20survey%20of,daily%20as%20of%20October%202022.
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