GENERATION Z – people aged 16-19 – are increasingly relevant to brands as a barometer to gauge future advertising trends, a new study finds.
Kantar Millward Brown’s global “AdReaction” reveals that while this “digitally native” group was raised with technology, it is the toughest for brands to engage with. In Thailand, these teenagers represent 18.3 per cent of the population, or 12.5 million consumers.
Based on surveys of more than 23,000 consumers in 39 countries including Thailand, the “AdReaction: Engaging Gen X, Y and Z” study analyses media consumption patterns, advertising attitudes and creative-approach responses to provide guidance on how to engage more effectively with this new key group, making comparisons with Gen Y (aged 20-34) and Gen X (35-49).
“Gen Z in Thailand are exposed to advertising from an early age, and are well accustomed to digital |formats. This shapes their expectations of advertising and makes |them harder to please,” said Usana Chantarklum, managing director of Kantar Millward Brown Thailand.
“The study shows their on-demand world of infinite choice means that they expect to be able to skip ads, and are negative about brands that use invasive techniques to get their attention. Less impressed by celebrities, they expect high-quality special effects. However, the most important characteristic for all ages is still the ability of an ad to tell an interesting story.”
Three key opportunities for Thai brands to connect with Gen Z were identified in the study.