57% of Nano Gen Z Panel Respondents Say Rising Living Costs Directly Impact Their Finances
by on 22nd May 2024 in News
Nano Interactive, leader in ID-free targeting solutions, has released the findings from its Gen Z panel survey, which sheds light on Gen Z’s priorities and concerns, with self-discovery, wellbeing, and lifestyle core to their day-to-day despite financial constraints.
Of the 1,004 respondents, 57% stated that the cost-of-living crisis has had an impact on their finances, with 27% saying it severely affects their quality of life. According to 63% of panelists, this is due to the increased cost of everyday items and services such as travel and groceries, while 43% also cite growing living expenses including utility bills as a concern.
Key findings from the panel survey include:
- 71% plan to have children
- 57% are open to non-monogamous relationships
- 66% prioritise their wellbeing over career
“As this generation grows up, enters adulthood and the work world, it will be critical for brands and businesses to better understand their perspective, from what motivates them and where they like to spend their time, to how the broader economic landscape impacts them,” commented Alya Kubati, insights research lead at Nano Interactive.
Over half of female Gen Z respondents say they are managing the cost-of-living crisis by opting for cheaper alternatives or Buy Now, Pay Later schemes like Klarna, while male Gen Z respondents pursue better employment options or take out loans.
In addition, Nano’s research indicates that 51% of the UK’s Gen Z population are in relationships, with 53% of single respondents saying they are actively seeking a partner. According to the panel, 21% of respondents identified as non-heterosexual and 57% stated openness to non-monogamous relationships, indicating that this generation shows a willingness to explore and challenge societal norms.
As cookies and other signals decline, advertisers are increasingly moving away from traditional people-based targeting tactics, and seeking new, future-proof solutions instead.
Nano’s Intent Personas provide audience targeting capabilities without the use of cookies, user profiling, or any form of personal data. This planning solution offers accurate audience segments powered by machine learning and verified by always up-to-date panel data.
With Intent Personas, advertisers can reach audiences like Gen Z by understanding the content they engage with, live and in the moment they express intent. In testing, Personas demonstrated 77% targeting accuracy, 50% higher on average than cookie-based methods1.
The full research results can be downloaded at https://www.nanointeractive.com/insights/gen-z/.
1 Cookie-matching rates usually sit between 40 and 60% - source: https://clearcode.cc/blog/cookie-syncing/
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