Price-sensitive Gen-Z prefers shopping recommendations made by friends

India’s Gen-Z are 50 per cent more likely to make purchases based on a friend’s recommendation than that of an influencer or a celebrity endorsement, The Economic Times (ET) has reported.

This assumes significance since Gen-Z form the largest part of the audience present on social media and other online platforms. The report cited inputs from a youth media, insights, and impact company, Yuvaa that studied the behaviours of people born between 1997 and 2012.

The Yuvaa study revealed that 71 per cent, or every three in four Gen-Z consumers has a preference for brands that are environment-friendly. This is because of their awareness and concern for climate change,