[caption id="attachment_19309" align="aligncenter" width="600"] DeVries Global Logo[/caption] SINGAPORE, April 26, 2021 /PRNewswire/ -- Be honest and truthful but not too transparent is consumer communications agency DeVries Global's first advice to brands with the release of its latest study: Decoding The Z Mind in a Post-COVID Singapore. The report unpacks how the pandemic has irreversibly altered Gen Z consumption behaviour and purchasing decisions, drawing insights from a survey of 400 Gen Z respondents in Singapore aged 16 to 25 the agency conducted in Q4 2020.Why the focus on Gen Z? Coming of age, entering the workforce, and facing a generation-defining crisis simultaneously, it is a disruptive moment for Gen Z, who is set to become a powerful, pivotal influence on the future of retail. In the face of an uncertain future obscured by the pandemic, how does Gen Z feel, think and plan to act? How can brands and marketers shift the way they connect and engage with them? Transparency as more than just a buzzword For this digitally native generation, rampant misinformation and fake news have left them hyper-aware and distrustful of information online. With a growing appetite for authenticity and honesty, it comes with no surprise that a whopping 96% of respondents survey indicated that they 'are willing to pay a premium for brands they deem transparent'. Li Ting Ng, Director of Innovation & Client Experience, DeVries Global Singapore. "This is a smart and informed generation that values and demands transparency but understand that businesses aren't perfect. The challenge then is to figure out what transparency means to your business and how you can commit and communicate it in a way that builds trust and credibility. Not transparency for the sake of it."
By PR Newswire