How marketers can win with Gen Z and Millennials post-COVID-19

Research from Boston Consulting Group and Snapchat into the consumption shifts of Gen Z and millennials driven by COVID-19.

Why it matters

COVID-19 is causing seismic shifts in consumer behaviour, particularly for high-potential Gen Z and Millennial consumers. History teaches us that those marketers that act quickly and aggressively—when many of their competitors do not or cannot—stand to gain immediate and lasting benefits.

Takeaways

  • Gen Z and Millennial consumers have shifted to online more dramatically than older generations, both in terms of media consumption and of spending.
  • These younger generations expect many of these shifts to digital to persist into the post-COVID ‘new normal’, with categories such as video streaming, online marketplaces, online platforms of grocery stores and superstores...

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