Marketers need robust and meaningful Gen Z research studies | WARC | The Feed

Badly designed, statement-led, agenda-driven research studies are misleading marketers about how young people buy products and brands and placing too much emphasis on social purpose.

Research conducted over the past five years consistently shows that for 16–24-year-olds, as for other age groups, value for money, reliability and product/service quality are consistently the most important factors when buying. Ethical and environmental concerns are secondary.

Why it matters