Same, Revisited (A Third Time)
Diligent readers of this newsletter will recall we find trend reports to be most revealing of the fact that we’re all more alike than different.
There are, though, some exceptions.
This week, in Dan Frommer’s latest Consumer Trends Report, we saw one.
On a slide presenting data on each generation’s willingness to try new beauty brands, Frommer included the sample size for the survey, segmented by generation. And Gen Z’s representative sample was nearly half that of every other segment.
To us, this was more interesting than any other insight in the report: the generation marketers want to know the most about don’t seem to want to make themselves available for that that purpose.
(We confirmed this with friend of the newsletter Grace Clarke who knows how to tap Gen Z for insights.)
That, it seems, is a departure from previous generations.
Even millennials grew up in homes where parents got annoyed that polling companies would call your family’s landline at dinner time to ask a bunch of questions. But even millennials watched their parents answer those questions as some part of social contract.
Gen Z, though?
If Frommer’s report is any indication, only half of them are willing to help you out.