Gen Z values peer recommendations over traditional advertising from "summary" of Gen Z Frequency by Gregg L Witt,Derek E Baird
As digital natives, Gen Z has grown up in a world where information is constantly at their fingertips. This has transformed the way they make purchasing decisions, as they value the opinions of their peers more than traditional advertising. Instead of relying on commercials or print ads, Gen Z turns to social media influencers, online reviews, and recommendations from friends and family to inform their choices. This shift can be attributed to the trust that Gen Z places in their peers. They believe that recommendations from people they know and trust are more authentic and reliable than messages from brands. As a result, they are more likely to be influenced by a friend's Instagram post about a product than a sponsored ...
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