Ucwaningo olusha luphakamisa ukuthi izinhlobo zemfashini kumele zihambisane namagugu e-Gen Z kanti u-90% wabantu ukhathazekile ngezinkinga zomphakathi kanye no-75% okungenzeka ukuthi bathenge umkhiqizo uma ingxenye yenzuzo iya kwabaswele.
Iphrojekthi yocwaningo lwabathengi ye-AUK ne-Ireland yefemu yezokukhangisa i-Dentsu igqamisa uguquko kokulindelwe ngabathengi nge-Gen Z (isizukulwane esizalwe phakathi kuka-1997 no-2012) sifuna imikhiqizo ibonise “inhloso engaphezu kwenzuzo” ngisho nangezikhathi zokuntengantenga komnotho.
Okutholakele okubalulekile okuvela ku-Dentsu ka-2024 Funda Igumbi: Ukuphishekela Injabulo umbiko
- U-78% we-Gen Z ungathanda ukuthenga ezinkampanini ezikhiqiza izimpahla ngokuqhubekayo
- U-75% we-Gen Z unamathuba amaningi okuthi uthenge imikhiqizo uma ingxenye yokuthengisa iya kwabaswele
- Ama-70% e-Gen Z abeka phambili amabhrendi abonisa ubuhlakani bemizwa ekukhangiseni kwawo
- I-Gen Z inikela ngengxenye ephezulu kakhulu yemali engenayo (5%) kuzinhlangano ezisiza abampofu uma kuqhathaniswa nezinye izizukulwane.
Ucwaningo lwembule ngaphezu kwesigamu (57%) sesizukulwane esisha sizwakalise ukukhathazeka okukhulu ngekusasa laso lezezimali eliseduze futhi sabuka iminikelo yokupha kanye nokulwela umphakathi njengokubalulekile kobunikazi babo, okuxhumanisa ubunikazi bomkhiqizo nezinhlelo zenani lomuntu siqu.
Okutholakele kusikisela ukuthi ngisho naphakathi kwabantu abadala be-Boomer, ngaphezu kwekota manje bancamela ukuthenga kumikhiqizo ekhombisa umuzwa onamandla wenjongo. Abathengi kuzo zonke izizukulwane bayaqhela ezinkampanini ezihlulekayo ukufakazela ukusimama kwazo kanye nezinhlelo zokuxhumana nabantu.
UDentsu weluleke amabhrendi ukuthi athole ulwazi olujulile lwezinhlelo zenani zamakhasimende futhi axhumane ngokucacile ukuthi aletha kanjani lawo mavelu ukuze imikhiqizo ikwazi ukudala isidingo esisha sabathengi futhi ivule inani elisha ezindaweni ezisafufusa.
U-Angela Tangas, oyi-CEO ye-UK&I yakwa-Dentsu, uphawule ngalokhu okutholakele, wathi: “Sibona ngokucacile ukuthi abathengi, ikakhulukazi i-Gen Z, balindele okwengeziwe kuma-brand mayelana nokusimama kwemvelo kanye nomthelela wenhlalo, ngesikhathi lapho ubuchwepheshe buvumela ulwazi olusha futhi luhlakulela ukuziphatha okusha. Isidingo senhloso sisho ukuthi ubuqiniso bubaluleke kakhulu, okuzoba ukhiye ekuvuleni abawinile namuhla nokulungiselela ikusasa.”
Ngo-Ephreli, i-GlobalData yabelane ngomephu womgwaqo ukusiza amabhizinisi emfashini ukuthi akwazi ukuzulazula emazingeni ashintshayo embonini yezingubo zomhlaba wonke engu-$2.1tn.
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