Marketers have an inherent fascination with the next big thing, and the next big thing is Generation Z. Generation Z, the next consumer powerhouse is expected to account for 40 percent of all consumers by 2020. In a recent landmark study, Engagement Labs proved that conversations about brands, on average, drive 19 percent of US consumer purchases, representing between $7 and $10 trillion in annual sales. For that reason, Engagement Labs’ analysis includes not only social media, but also what Generation Z is talking about face-to-face, in the real world.

The study “Gen Z: The TotalSocial Generation,” reveals that Gen Z is highly talkative about brands. They have 13.4 conversations about products and services on average each day, one-third more than the 9.9 conversations among people 21 and older. They also talk more about political and cultural topics such as the environment and health eating or nutrition. In a typical day they have 30 percent more conversations than adults about such issues.

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Read the full MarTech Series article, here.

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