Nearly half of Brits find labels like “millennial” or “Gen Z” to be “unacceptable” because they do not reflect a person's individual personality. A poll of 2,000 adults found that three-quarters (76 per cent) say their tastes change every few months – and half (51 per cent) claim to be completely different people now compared to who they were pre-pandemic.
As a result, respondents find it frustrating when brands target them with content based purely on their age – without taking into account their personal, unique likes. The research, commissioned by Adobe, found 50 per cent expect businesses to only contact them with information relevant to their current interests – but two-thirds (68 per cent) think brands are hit and miss in this respect.
And it’s argued that this highlights the need for companies to adopt technologies which help them engage with consumers based on their up-to-date interests – such as customer data platforms.
