Data Points: What Consumers Really Want From Brands' Content

Information, not perfection

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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.




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