Gen Z consumers prefer brands that are authentic, which gives those working in CX plenty to think about. One survey found that 82% of Gen Z consumers questioned would trust a company more if it uses images of real customers in its advertising, while 72% said they're more likely to buy from a company that contributes to social causes. Product quality, positive ratings, reviews and customer service are the top characteristics that establish trust in a brand among Gen Z-ers, the survey found.
Recent research from Asendia echoes these sentiments. While 75% of British shoppers plan to cut back on spending in 2023, despite UK inflation remaining close to a 40-year high, 43% said a brand’s authenticity would make them less sensitive to inflationary price increases. Of note is the fact that this sentiment rises to 48% of Gen Z and 51% of Millennials.
Clearly, younger consumers love brands they deem to be credible, authentic, and trustworthy. This suggests these brands will be in a strong position to weather ongoing economic storms.
But how can authenticity be championed by online sellers and customer experience professionals?
Trust matters at every stage of the buyer journey
The research confirmed that authenticity in e-commerce shines through in many ways. Things like diversity and body positivity in website imagery; clarity, and honesty about how beauty products are tested and made; and even reliability of delivery, can work towards impressing Gen Z shoppers and winning their long-term loyalty through being authentic.
The research confirmed that authenticity in e-commerce shines through in many ways.
One example is Bali Body, an Australian active skincare brand, using social channels including YouTube and TikTok to share product reviews and self-tanning tips. It is also clear about how products get shipped internationally from Australia so that delivery expectations are not unrealistic in the eyes of customers.
Gen Z consumers are quick to buy online, but they are also attuned to the reality of climate change and they want to align with green brands that offer sustainable delivery options. If you are shipping your health and beauty products to overseas customers, it’s worth considering working with a logistics company that can offer sustainable delivery solutions.