Lately we are increasingly more fixated on Millennials and Generation Z. They are young, entertaining and above all – quite different from previous generations. Members of Generation Z, who are currently on the threshold of adultness, are the first who feel completely natural in the digital world. Which is significantly reflected in their relationship to services, products and even brands. How? To find answers, experts from our network analysed a bunch of measurable data that both groups leave behind in the digital world.
Thus Joan Leake, Strategic Intelligence Manager in the Interpublic group, outlined the cooking and eating habits of the Generation Z and found some common behaviour patterns. Contrary to popular belief, the youngest generations of consumers have a very positive attitude toward cooking. They perceive it as a sexually neutral pleasant task, which men and women enjoy equally. They search for inspiration online (social networks and web), while preparation is learned from DYI videos (mostly online, but they also watch cooking shows on TV), while cookbooks and written recipes are avoided. It is self-evident for them to use natural raw materials, however they are still price conscious when buying. For Generation Z cooking is a fun activity in the sense of “do it yourself”, through which an individual expresses his/her personality (social media posts). Regardless of the positive attitude towards cooking, Generation Z prefers snacks over any other meal.
Both generations have their own attitude on how to use health services. According to Barbara Silverbush, Strategic Intelligence Analyst of the Interpublic group, Millennials and Generation Z prefer to access those services (subscribe, receive recipes or results of examinations, medical data etc.) via internet or smartphone. The possibility of online interaction can be crucial when choosing a health service provider. Overall, younger generations want more responsiveness from healthcare institutions and more services that can be done on the go, without ordering first. Even if those services are subject to extra charges.
These findings only summarize a broader behaviour analysis of the youngest generations. Because of their attitude towards technology they will significantly influence and transform the relationship between consumers, products/services and brands. If you’re interested in more, read some of the following surveys: