How do Gen Z and Gen Y perceive brands and advertising?
Unlike the other age groups, both Millennials and Gen Z are inclined to gravitate towards more personal experiences with companies and their advertising. Instead of dry, brand-created promotional material, young consumers respond better to user-generated content as well as personalized offers and communication. They better recall and react to ads that are catered to their interests and needs. That is why their view of online ads is more positive, seeing that they perceive internet advertising as more relevant. As a result, global retailers focus their spending on these two groups, whereas they tend to decrease their marketing budgets for Baby Boomers and seniors.