Customer Service

Gen Z Brand Relationships: Authenticity matters

Provided by IBM

Category Customer Service

Type Analyst Report

Length 24

Publish Date July 21 2017

Date posted August 29 2017


Born in the mid-1990s and beyond, Generation Z is estimated to encompass more than 2 billion young people. This group of burgeoning consumers is the first to be born entirely within the digital age, which means they have specific ideas about what they want, how they want it and how it should be delivered. To attract this generation and build loyalty, brands must provide opportunities for engagement and co-creation. Based on a survey of 15,600 Gen Zers between the ages of 13 and 21, as well as interviews with 20 senior executives, this report explores in-depth how brands can build strong brand relationships with this generation.

Recommended for You


Why does China spot security vulnerabilities quicker than the US?

Phil Muncaster reports on China and beyond


Everything you need to know about... Blockchain

IDG Connect tackles the tech stories that matter to you


What will be the single biggest security threat of 2018?

Kathryn Cave looks at the big trends in global tech

Most Recent Comments

Our Case Studies

IDG Connect delivers full creative solutions to meet all your demand generatlon needs. These cover the full scope of options, from customized content and lead delivery through to fully integrated campaigns.


Our Marketing Research

Our in-house analyst and editorial team create a range of insights for the global marketing community. These look at IT buying preferences, the latest soclal media trends and other zeitgeist topics.



If it were legal, would your organization hack back?