At Full Colour we know that the 18-24 demographic is one of the most sought after but least understood of all demographics – yes, we mean you Gen Z – so we decided to conduct some research ourselves in order to get under the skin of this influential generation to try and understand what makes them tick and how they’re spending their cash.
Our survey, which was sent out to a representative sample of 16 – 24 year olds across the UK, asked their opinions on all the latest lifestyle and beauty trends in addition to finding out about the way they like to shop and what we discovered was truly insightful.
One striking result was that, despite the often repeated claim that the high-street is dead, the 16-24 year olds that we surveyed still highly value the in-store experience when it comes to clothes and beauty products with only 5% preferring to shop exclusively online.
In addition to this, we’ve also seen a seismic shift in our participants’ attitudes towards ethical shopping and consumption with over a third of those we spoke to saying they would only purchase beauty products with natural ingredients whilst cruelty free has also become increasingly important amongst this demographic.
Social media is the undeniable theme from this small study as Instagram has become an integral part of the buying journey with many purchasing items directly off the app. A similar picture emerged when we asked our participants who the biggest influencers were on their purchasing choices. They were equally influenced by their friends and by people with large followings which is one way in which brands will be able to target this demographic ‘organically’.
If you’d like to know more about our research or how we can help you to get closer to your audience then we’d love to hear from you.