Capture spend, drive loyalty, and maximize results with Gen Z research
Discover what drives your consumers with Gen Z insights.
Gen Z Insights
Speak to a Gen Z expert
Why do you need to understand Gen Z?
Generation Z, Gen Z, Zoomers, whatever you want to call them. They aren’t just ‘the next big thing’ - they’re the big thing now.
A generation with a spending power of around $450 billion globally. The key to unlocking even a cent of that spend is understanding how they tick, click and spend. Don’t forget, securing the loyalty of Gen Z means you’ll have customers for years to come.
As young adults, Gen Zers have an income, but few outgoings. In a typical month, 48% have more than $100 burning a hole in their pocket as disposable income. How do we know that? Because we’re the Gen Z insights agency.
And that’s not all: this generation of digital natives significantly influences household spending decisions, and their purchasing power will only grow with age.
Gen Z are the tastemakers of the 21st century. From shaping cultural movements to driving fashion trends, the whole world is shaped by this generation. And brands need to stay relevant to get ahead. You need Generation Z insights.
So, who is Gen Z?
Born between 1997 - 2012, Gen Z are in their teens and 20’s. Unlike previous generations, Gen Zers grew up with the internet - they’re tech-savvy and digitally native - and are heavily influenced by what goes down online. They’re growing up in a world of political uncertainty, economic crisis, and climate change. They’re anxious and overwhelmed, and to counteract it, they’re taking to the internet to blow off steam and spend.
Understand your audience with Gen Z research
To market to Gen Z, you first need to understand Gen Z, and it’s not that straightforward: this is a generation of subcultures.
This generation doesn’t want to see a one-size-fits-all approach; they want to be recognized for their individuality - their likes, dislikes, anxieties, and differences - and be supported by brands like yours in meaningful ways.
And the answer lies in data.
With Pion’s bespoke market research, explore what Gen Z really thinks, both of their world and your brand. Through bespoke research, we work with thousands of young consumers around the globe to gain qualitative and quantitative data on the issues that matter to them. We help marketing teams to better understand Gen Z and create more effective marketing strategies.
Why you can trust us
Remove the guesswork from your marketing strategies
Maximize your budget and results with Pion Insights, as we help you test concepts, content and channels before investing.
Hear directly from your target audience
Get feedback from the people who matter most to you: Gen Z. Tap into our globally representative youth market research panels as you shape your strategies.
Utilize our first-party data
Remember the power of personalization when it comes to Gen Z? Tap into our global, unique first-party data to help you understand the daily shopping habits of millions of Gen Z consumers.
Remove internal bias
Sometimes it can be hard to see the wood for the trees. But to understand what Gen Z really wants, you need to dive into the data. Remove internal bias and make data-driven decisions with Pion’s insights.
Pion’s Gen Z research in action
Arizona Milk
Dairy [brand] Arizona Milk Producers noticed a decline in dairy consumption among young people and wanted insights into this demographic’s perceptions and attitudes towards dairy.
Solution
Pion Insights investigated Gen Z’s perceptions towards dairy and dairy alternatives using a mixed-method approach. The research aimed to understand attitudes, explore views, analyze interactions, and identify preferred channels for discovering food and drink.
Outcomes
Pion’s Gen Z research helped Arizona Milk shape its broader marketing strategy and partnerships, leading to a significant improvement in engagement with Gen Z consumers through a focus on in-person experiential campaigns.
Contiki
Travel brand Contiki wanted to evaluate the effectiveness of their marketing campaigns to identify top-performing channels and optimize their strategy, seeking insights to measure brand uplift and performance amongst Gen Z.
Solution
Pion collabed with Contiki on multiple campaign effectiveness tests, including surveys, market analysis, and competitor analysis, to measure the brand uplift and performance of their marketing efforts. The research aimed to identify key channels for a more targeted communication strategy and assess the impact of Contiki’s campaigns on brand sentiment.
Outcomes
The research showed that Contiki’s campaign effectively drove positive brand sentiment and validated its overall strategy. Contiki gained a clearer understanding of which channels to prioritize, leading to more effective future marketing efforts.
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Levi’s
OMD Media and Levi’s aimed to enhance their back to school campaign strategy by optimizing messaging and offerings to achieve a stronger performance.
Solution
Pion worked with OMD and Levi’s to investigate their audience using a quantitative survey of Gen Zers in the UK, Germany, and the Netherlands about their back to school shopping habits. Leveraging Pion’s student panel, we analyzed how the cost-of-living crisis affected students’ behavior, preferences, and brand loyalty.
Outcomes
Pion’s research informed strategic decisions that led to notable year-on-year growth for Levi’s, and enhanced their back to school campaign through improved messaging, expanded media purchases, and the creation of new experiential opportunities. +218% total revenue
Want to know more about Gen Z?
Ready to learn more about Gen Z? Dive into a world of data with Pion Insights.
