A new study has found that the majority of younger consumers do not admire any brands.
70% of Millennial and Gen Z consumers said they do not admire any brands
40% of Millennial and Gen Z shoppers want to try products in-person before buying them
Only 13% of respondents from all age groups go into stores for advice.
Appealing to the needs of Millennials once seemed superfluous - a generation that was overly demanding, unloyal and technology-obsessed - yet, as Millennials age, it has become abundantly clear that their buying behaviours reflect a wider trend taking place in the retail sector rather than a passing, generation-specific fad.
And in the next two decades, where these Millennials and their younger, and arguably more demanding, Gen Z contemporaries, spend their money will ultimately determine the success of individual brands and continue to shape the overall retail landscape.
To gain an in-depth understanding of how Millennial and Gen Z consumers choose to shop, what brands they find appealing, and the true impact their decisions have had on brick-and-mortar retail, we surveyed over 2,000 shoppers of all different age brackets from across the UK.
To discover unique insights into the buying behaviours of these key audiences,