New research shows the motivation of today’s children and teens, and young Gen Z and Alpha grow into a huge group of enthusiastic digital shoppers with a strong belief that brands should be ethical. I also emphasize that I am doing it.
A study from, released on Wednesday Target Audience Specialist GWI (via the GWI Kids dataset) examined the behavior and beliefs of more than 15,000 children aged 8 to 15 worldwide.
Focusing on a group of 12 to 15 years old who are becoming full-fledged consumers, Recent children According to the report, teens are already making digital purchases. About 15% of this group shopped online last week and increased to a quarter of those who have an accessible bank account.
Also, one-third of teens use social media to interact with their favorite brands. Their content preferences include interesting posts and memes.But kids say, “I hope this content is balanced with retail brand CSR-repeating posts. [corporate social responsibility] And a commitment to tackle a wider range of social issues that are highly valued by this generation. “
There is some more important information for brands trying to reach this consumer segment. For example, girls between the ages of 12 and 15 are “much more likely to say they can do what they want to do than boys of the same age (57% vs. 31%) and are worth expressing their opinions” (47%). .. 42%). Equal opportunity is really important to them. “Therefore, brands need to reflect this and play their part in ensuring that girls and women are represented equally in campaigns, media and messaging.”
In addition, “sustainability is a top priority for teens.” Environmentally friendly attitudes and behaviors are important, and 44% of people aged 12 to 15 say that caring for the planet is important to them. This is higher than the priorities normally associated with this age group, such as caring about peer opinions (28%) and keeping up to date with the latest fashion trends (23%). Again, these young consumers expect environmentally friendly practices and focus on CSR policies from the brand, so the brand has a knock-on effect. “Living and breathing these values should be a top priority for all retail brands,” the report said.
It’s also interesting that by targeting TV shows that teens watch, brands have the potential to reach other age groups. One-third of children between the ages of 12 and 15 say they decide which shows and movies their families will watch.
And that applies to different countries.The company’s online survey 15,418 Internet users in Australia, Brazil, Canada, France, Germany, Italy, Malaysia, Mexico, Poland, South Africa, Spain, Turkey, United Kingdom and the United States.
According to the company, the study is fully opt-in, with full parental consent, and the questions are also to get the most accurate answers from age groups who may react differently than adults. It has been adjusted.
Copyright © 2021FashionNetwork.com All rights reserved.
Teens around the world demand that brands are ethical and love to enjoy social media posts
Source link Teens around the world demand that brands are ethical and love to enjoy social media posts