Edward Yruma, Managing Director and Senior Researcher, and Abbie Zvejnieks, Research Analyst, with Piper Sandler highlight insights from the most recent Gen Z research study conducted in Fall 2022. They describe the Gen Z consumer, their buying behavior and environmental, celebrity and media influences that affect their spending decisions. They compares their preferences for brands over the past four surveys.
Discussion Questions
- 1What is the overall function of Piper Sandler? Even though they are an investment bank in the financial industry, why are marketing, brands, Gen Z, social media and even celebrities important to them?
- 2While TikTok may be the favorite social media platform for teens, Instagram maintained its position as the most used. If you were a brand trying to reach the teen market, which platform would you invest in the most?
- 3What is one example of how the care for the environment affects consumer spending and purchasing specific brands/products?
- 4If you were an investor, would you want to invest in a brand that’s only appeared once in the past four surveys, even though it was a #1, or would you want a brand that’s consistently been in the top 5 in the survey? Why?
Classroom Connection
Career CLuster:
Marketing
Instructional Area(s):
Marketing
Performance Indicators:
Explain the concept of market and market identification
Explain factors that influence customer buying behavior
Describe the need for marketing data
Describe the use of technology in the marketing-information management function
Explain the characteristics of effective data-collection instruments
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