Traditional advertising is a waste of time and money if you’re trying to reach Gen Zers (those born between 1997 and 2012). Another sobering revelation comes in the latest study from Bulbshare, a digital consumer research organization that surveys thousands of people worldwide for their opinions and experiences.
With the title “Ad blockers and advocacy: Why do Gen Z block paid commercials in favor of genuine voices,” the paper discovers that almost all (99%) of consumers in this generational cohort use ad blockers to avoid online advertisements and that nearly two-thirds (63%) use ad blockers to skip ads.
They’re ready to do so because they’re overwhelmed by the number of advertisements they view every day. Nearly three-quarters of customers (74 percent) say they are always being inundated with advertisements. Adverts and their intrusions on their time annoy the same number of people. Advertising, on the other hand, is viewed as very invasive by one in four people, while one in two say it is disruptive.
CEO and creator of Bulbshare Matt Hay noted that the best advertising has often been disruptive.” There is no escaping it. However, today’s brands are at risk of becoming part of a “noisy wall” that is difficult to distinguish.
Influencer marketing has been an increasingly important part of firms’ standard advertising strategies over the last decade or so. Clients, on the other hand, are growing increasingly wary of the associations between large corporations and well-known public people.
It turns out that 84% of Gen Z customers no longer trust influencers, according to a study by Bulb share. It’s not a surprise that they are more likely to buy anything if it comes from someone they know and trust. When it comes to purchasing a product, 86% of people are more likely to buy it from a friend rather than a paid celebrity or influencer.
According to Hay, this drive for authenticity makes it necessary for companies to not just create items worth recommending but also to develop communities where legitimate suggestions may be shared. There’s a big appetite for this among Generation Z customers, in fact.” More than seventy-four percent (74 percent) of people would be willing to advertise a product they truly believe in online. In addition, 88% of respondents are excited about working with businesses, and 76% of those surveyed stated they love evaluating items.
In a world where 81 percent of customers believe that authentic opinions are more trustworthy than those presented in advertisements. The alternative to spending money on an ad that will be disregarded at best and provoke active hostility at worst is to let customers be true champions for a product or brand.