Gen Z Has Serious Influence on Household Purchases (Even If They Aren't Buying)

Report from Snapchat and NCSolutions correlates CPG ad campaigns and sales

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Gen Z is the talk of the industry, whether it’s marketers trying to figure out whether to reach them on TikTok or if cause marketing will really lure them in.

On Snapchat, an app that reaches more than 90% of 13- to 24-year-olds in the U.S., it’s not necessarily clear if any of the platform’s different ad units—from lenses to story ads—reach the demographic and actually influence purchasing decisions. But now, a new study from Snap and NCSolutions, a research arm from Nielsen and Catalina, points to the potential of Gen Z’s actual influence over purchasing decisions.

The study, conducted earlier this year but based on 19 Snapchat ad campaigns over a variety of formats and based on campaigns from 32 brands, found that 63% of sales were thanks to these ads—and were only seen by “purchase influencers,” aka Gen Z.



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