There's a new Snapchat share that shows fresh insight into connecting with Gen Z consumers-useful information as you plan for that next holiday season.

According to a joint survey conducted by Snap and Omnicom Media Group's (OMG), some key pointers could help shape your messaging to what Gen Z shoppers want from brands and brand marketing.

Per Snap:

"Compared to other generations, these consumers are digitally native, growing up in different times-from the pandemic forcing venue changes for graduations and first jobs to more subtle disruptions. Gen Z demands an authentic media and communication planning strategy that will be in touch with the lives they live. Context matters for this generation, and so does the way brands show up through messaging and media selection.".

In other words, they're looking for more personalized, relevant messaging - and given that they're a generation who's grown up with much more advanced ad targeting on the web, it makes sense that broad-reaching campaigns hold less appeal to this audience.

Gen Z consumers are also looking for more positive experiences, the study said:

This consumption by Gen Z is more to stay current, and this generation looks for content that fits into its value system and makes its spirits, as well as its engagement level, higher, whereas non-Gen Zers' motivations were less complex and centered on keeping up with others and with what is going on.".

Snapchat has become a powerful source in that regard, with users finding positive changes in each aspect.
The research also unveils that young consumers wish to shop with brands sharing their values and motivations. Indeed, around 75% of respondents say they would be more likely to be loyal to a company willing to speak about social issues, posting information, or running ads about social change.
This has been a key finding of many Gen Z surveys: that younger consumers are paying more attention to how businesses conduct themselves, with the added transparency of social media offering more insight, while brand purpose – i.e. your business' reason for being and what you stand for beyond just turning a profit – is also a key consideration for many shoppers.
These are rarely comfortable or easy places for brands to inhabit, but the message the data conveys is that young consumers want to believe that they are doing their part by supporting a business that shares their passions, that believes and thinks like they do, and that is working to make a better world in its own peculiar way.
That's yet another element of your marketing you can put to work in your favor in reaching this group. Essentially, younger shoppers want to feel they are part of something larger than themselves when they are able to, besides buying for themselves, and tapping into that can be strong both in terms of sales and the causes you choose to support.