Gen Zers drop destination retail, auto brands from the conversation, study finds

Marketing Dive

AUTHOR: Erica Sweeney

PUBLISHED: Aug. 29, 2018


Dive Brief:

  • Apple, its iPhone line of smartphones and Coke are the three most talked about brands among Gen Z, according to a new study by Engagement Labs. The remaining top eight brands based on the percentage of teens talking about them on an average day are: Samsung, Nike, McDonald's, Walmart and Pepsi, respectively. Despite Coke and Pepsi's placements, conversations have decreased 21% for Coke and 49% for Pepsi since 2013.
  • Conversations around auto brands have also dropped significantly in that period. Retailers Nordstrom, JCPenney, Kohl's, Macy's, Kmart, Sears and TJ Maxx had some of the biggest declines over the last five years. Youth-centered apparel brands like Aeropostale, Hollister, Abercrombie, Reebok, Converse, Vans and Puma saw major dips as well. However, chatter around 7-Eleven increased more than 300%, while Aldi's, Walgreens and CVS also saw double- and triple-digit gains.
  • Gen Z shows a preference for ride-sharing and "walkable" local restaurants and shops, shunning destination retail and auto brands in favor of companies like 7-Eleven and Starbucks. Other brands, including Ace Hardware, Scott Tissue, Breyers Ice Cream and Post, receive more attention than they did than five years ago. Gen Z talks more about political and cultural topics like environmental sustainability and just talks more overall, with 13.4 conversations about products and services per day — about 30% more than consumers age 21 and older.


Read the full Marketing Dive article, here.

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