I was
watching "Say Yes to The Dress" yesterday and once again saw a
bride-to-be talked out of liking a dress by her entourage. I am surprised by how often it happens. And by how rarely they stand up for a dress
that they just loved in private.
Research
tells us that Gen Z are more image-conscious than other generations, with more
than 20% falling into that attitudinal segment. That's 10% above average. Not
surprisingly they show a greater interest in subjects relating to their
personal image, like fashion and style (34%) compared to other generations as
well.
What
may be surprising is the fact that Gen Z is more swayed by other people's
opinions than previous generations (42%) and that over 37% say they would buy a
product/service simply for the experience of being part of the community built
around it. (Gilsenan, 2019)
Why do
you think that Gen Z is more interested in their image than previous
generations? Why would they be swayed by
other people's opinions? How does this
tie into the findings of the Happiness studies? And the Cialdini research?
Why do
you think people are willing to purchase a product/service to be part of the
tribe? Have you bought something for
this reason? What and why? Did it make you happier?
Gilsenan,
K. (2018, October 2) What Does Personal
Branding Mean to Different Generations? globalwebindex.com. Retrieved September 24, 2019, from https://blog.globalwebindex.com/trends/personal-branding/
