Snapchat Offers Strategies for Brands to Better Connect with Generation Z

Snapchat has released a comprehensive study in collaboration with BBDO NY, shedding light on how brands can effectively engage with Generation Z. The research reveals that many companies struggle to connect with this diverse demographic, often relying on stereotypes. Notably, 76% of Gen Z worldwide actively avoid advertisements, indicating a need for more authentic engagement. The survey gathered insights from 6,000 Gen Z users aged 13 to 27 across six countries, including the U.S., U.K., Canada, France, Germany, and Australia. Based on these findings, Snapchat offers five strategic recommendations for brands aiming to resonate with young audiences. Firstly, the data suggests that Gen Z values social causes and advocacy over displays of wealth or status. About 70% of respondents prefer figures who champion global issues, while 59% view displays of material wealth less favorably. This shift emphasizes the importance of aligning brand messaging with social responsibility. Secondly, 60% of Gen Z consumers are more inclined to purchase from brands whose values reflect their own. They are also willing to pay a premium for such brands, highlighting the significance of authentic value ...