Gen Z has fallen out of touch with Black Friday marketing that fails to demonstrate a company’s sustainable practices, despite being the nation’s biggest consumers.
The latest from student marketing platform Student Beans, the research suggests conscious and ethical brand communications have the most impact on younger generations.
Despite this, Gen Z spends more than any other generation during the Black Friday weekend. This year the average 18-to-24-year-old spent £298, compared to £251 by their parents, and just £206 by their grandparents. Fashion, beauty, and health topped the most in-demand sales categories.
But the marketing tactics that win over young people has changed. Almost two-thirds (63%) of Gen Z consumers have been put off by traditional marketing and instead prefer with brands who have a ‘greener’ image.
Young shoppers are twice as likely to purchase from brands that advertise sustainable incentives for purchases, such as charitable donations or offsetting climate impact.
Student Beans also found that Gen Z shoppers who purchase discounted items from brands or independent stores that ‘give back’ through incentives during Black Friday increased consumer satisfaction by 41%.
This year, 9 out of 10 Gen Z Brits hope to donate to charitable or sustainable causes when shopping for sales.
Brands such as Harvey Nichols, Vestiaire Collective and Tommy Hilfiger are already taking strides to tackle waste and emissions to help combat climate change, driven by its community of shoppers passionate about making conscious, sustainable purchasing decisions.
Siobhan McGarvey, chief marketing officer at Student Beans, said: “Our research shows that consumer demand for Black Friday remains highly popular, particularly amongst Gen Z shoppers. For brands to win over young customers during peak sale seasons, they must consider what other incentives must be available alongside sale discounts.”
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