They’re less trusting than prior generations.
Millennials have set new standards for bonding with and spending money on pets. But the future of the U.S. pet industry rests not only with millennials, who are now in their late 20s and their 30s, but also with their younger counterparts known as Gen Z, according to market intelligence firm Packaged Facts.
A key challenge for marketers lies in building trust with this generation, whose members are reaching their late teens and early 20s, according to data from Packaged Facts’ National Pet Owner Survey. Gen Z is viewed as being “less trusting of brands than any previous generation.”
In a press release, Packaged Facts explained that “compared to Millennial pet owners, Gen Z pet owners are less likely to trust the quality of pet foods produced by larger companies such as general-market brand leaders.”
“This finding may simply reflect Gen Z’s overall loss of trust in large corporations and governmental institutions in today’s chaotic world in this era of ‘fake news,'” according to the firm.
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Packaged Facts stated in the release that “many Gen Z pet owners believe that claims made by natural/organic pet product marketers are no more trustworthy than those made by marketers of general-market pet products.”
Brands hoping to appeal to this demographic must “constantly prove themselves trustworthy by being honest and transparent about who they are and what they offer,” the firm said. They also must have a compelling message.
“Pet marketers must remember that these younger adult pet owners tend to be attracted to unique brands and stories,” says David Sprinkle, research director for Packaged Facts. “To reach Millennial and Gen Z consumers, one truly must stand out from the proverbial crowd.”
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