Gen Z and Millennials tend to order products directly from brands

according to   A new Capgemini Research Institute report, titled What Matters Most to Today’s Consumers, shows that Gen Z and millennial shoppers are now more likely to order products directly from brands.

More than two-thirds of Gen Z and more than half of Millennials have ordered products directly from a brand in the past six months, compared to just 37% of Gen X and 21% of Baby Boomers in the same time frame.

For consumers who buy directly from brands, nearly two-thirds believe that buying direct gives them a better shopping experience, and 59% cite the opportunity to participate in brand loyalty programs.

Capgemini Research Institute also stated that due to the impact of the epidemic, most consumers chose to shop online for safety reasons, which led to rapid growth in e-commerce in the past two years. However, this growth trend has now stabilized, and more and more consumers, especially baby boomers, hope to shop in physical stores after the epidemic.

Capgemini's research shows that delivery services are becoming increasingly important in e-commerce. Especially in the fields of health, beauty and groceries, consumers attach more importance to online delivery services and shopping experience than in-store shopping. 42% of respondents said that delivery services are the most important factor in improving their shopping experience.

In addition, according to Capgemini research and analysis, health and sustainability are key issues that consumers are currently concerned about. 69% of respondents said that due to the epidemic, they will pay more attention to cleanliness and personal health; and 60% of respondents said that sustainability will be an important factor affecting their choices when deciding which retailers and brands to buy from.

44% of consumers are willing to pay more for food with sustainable packaging. This trend is more pronounced among Generation Z and Millennials, with 64% of Generation Z and 54% of Millennials willing to pay more for sustainable packaging, while this proportion is only 30% among Baby Boomers.

In order to meet the changing shopping needs of consumers, today's brands and retailers should focus on improving delivery services and providing consumers with a good shopping experience. In addition, when producing products, they should also pay attention to the sustainability of the products.

Generation Z

Millennials