Op-ed
Influence Responsible: Gen Z Accelerates Changes, and Brands Must Adapt Quickly!
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With the emergence of the Yet Z generations, today's consumer has changed. They are more interested in what they consume, the success of an application like Yuka to scan the products they buy and learn more about their composition and origins is proof of this. He also thinks about consuming more ethically and responsibly.
In a late 2018 Kantar study, 77% of French consumers say they try to buy local products as often as possible. While the product itself and price still have a key role in purchase intent, values, proximity and engagement with the brand are the key marketing success factors to consider in 2020 and over the long term.
77% of French consumers say they try to buy local products as often as possible.
