Retailer tops survey of Gen Z shoppers.

 

Officeworks has been voted the ‘most loved retail brand in Australia’ among Gen Z consumers according to a recent YouthInsight survey.

 

Nearly 90 per cent of Gen Z shoppers (those aged between 14 and 24 years of age) voted for Officeworks, ahead of Woolworths (87 per cent), JB Hi-Fi (85 per cent), Kmart (84 per cent) and Coles (84 per cent).

 

Big W was named in the top 10 for the first time, taking out seventh position (75 per cent), alongside Aldi which ranked ninth (74 per cent). Ikea was in sixth spot (77 per cent), followed by Target in eighth (75 per cent) with the top 10 rounded out by Chemist Warehouse (74 per cent). 

 

The ‘brands value’ survey found that only 42 per cent of respondents would buy everything online if they could. Nearly half (47 per cent) of Gen Z shop in-store every week while three-quarters (75 pe cent) shop in-store least a few times a month.

 

More than half of respondents said they would never buy from a brand that produces low quality products with 71 per cent saying they would pay what they need to get the best quality products.

 

Three-quarters of young people said that brand advertising should be diverse and inclusive, while 70 per cent agreed that it’s important for companies to take a stand on the issues they believe in. 

 

Just under 60 per cent of respondents said they would stop buying from a brand if they didn’t agree with their morals or values. 

 

YouthInsight is a youth-focused research agency,part of ther Student Edge group.

 

PHOTO: Melbourne University.