Data Points: What Consumers Really Want From Brands’ Content

Information, not perfection

Consumers are more likely to purchase from a company that provides consistent, relevant content. Mathisworks/Getty Images
Headshot of Sammy Nickalls

Brands that want to garner consumer trust might want to steer clear of Photoshop when working on their content, new data from digital experience platform WP Engine and The Center for Generational Kinetics suggests.

Considering that 82 percent of Gen Zers and 77 percent of millennials are more likely to purchase from a company that provides consistent, relevant content, clearly, brands should be making sure their content shines. But it’s essential to make it informative and authentic rather than overly aspirational or perfect.

“We’ve learned that aligning with key values is critical for these younger generations, increasing the importance of the purpose-driven stand many brands are currently taking,” said Jason Dorsey, president of The Center for Generational Kinetics. “Advertising and marketing communities should pay particular attention to this as they seek to engage with these audiences who hold massive economic potential.”

This story first appeared in the March 18, 2019, issue of Adweek magazine. Click here to subscribe.

@sammynickalls sammy.nickalls@adweek.com Sammy Nickalls is a freelance writer and the former departments editor at Adweek.
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