Gen Z dethrone Google

And...is in-store shopping back?

Author

Nikita Verma
March 15, 2024

As the week wraps up, we're back with another round of DTC Creator!

In this edition, history repeats itself with more stories of influencer marketing mishaps and ad inventories selling out.

Get ready, it's going to be an interesting read.

A special note from our sponsor Insider Intelligence ❤️

In the shadow of a potential TikTok ban, the ecommerce battlefield might shift subtly, not dramatically. Delve into how brands might adapt, from those losing a viral platform to others seizing new opportunities. Will the absence of TikTok's social commerce and livestream shopping prowess cool down the hot trends, or is it merely a hiccup in the digital marketplace's relentless march forward? Read the full story here.

Gen Zs dethrone Google as their favorite search platform

SOCi found that Gen Zs prefer Instagram and TikTok over Google. 

The Scoop:

  • Google is still preferred by the older generation and remains as their favourite search platform, but not for Generation Zs.

  • When it comes to searching on a platform for local businesses, Gen Zs prefer using either Instagram (67%) or TikTok (62%). (The reason why these numbers exceed 100% is because a person uses more than one search engine.)

  • Google comes in third at 61%, but is facing more threat of losing with the rise of social platforms that are increasingly becoming the choice for people to discover local businesses. 

  • The report also finds another threat to Google’s reign as the top search platform: ChatGPT. 

Social search is the new way

When we think of search, we think of Google. But that’s not the case or scenario for the newer generations, or to be precise, for Generation Z. 

According to a report by SOCi (including other reports and Google’s own leaked internal report), Gen Zs prefer using social media to conduct their search, especially when it comes to looking for local businesses.

Search is still Google’s domain of dominance for now, with Google Maps and Google Search being the top choices amongst all generations, but for those aged 18-24, Instagram and TikTok are increasing in popularity as a tool to discover new businesses. 

A newer threat

ChatGPT has been on the rise and the report also lists it as a threat to Google. Users can easily ask ChatGPT a question, as to how one would search on Google. 

But Google isn’t ready to back down.

They recently introduced Gemini. But like all other AIs, Gemini faced the issue of misinforming, but Google has pledged to improve both their AI and their search results by using new, enhanced algorithms. 

From Gen Zs to Gen Alphas: The former is a threat but the latter is a savior? 🤔

Sol de Janeiro’s pop-up stores

Positive social media trends are the answer— Gen Alphas are now hooked onto in-store shopping, all thanks to social media. 

A delicate balance

The pandemic saw a sudden and complete shift to everything online, including shopping. But now, brands like Sol de Janeiro, a popular beauty brand, are hosting pop-up stores as the demand for physical shopping returns. 

When they hosted their latest pop-up store in New York, it was coincidentally the annual mid-February break for students in New York, leading to an amazing turnout. 

The brand has also cleverly used social media and influencer marketing to their advantage by posting early content, resulting in a higher physical turn-out that was mainly generated by youngsters. 

A treasure hunt

A survey by VML on Generation Alphas (those born from 2010), found that 78% of young customers prefer in-store shopping and see it as an experience. 

They come in with their parents and treat the shopping experience like a treasure hunt, where they are constantly on the lookout for new finds. 

An experience like no other

For Generation Alpha, shopping physically is a novelty since they’ve grown up with almost everything around them digitalized. 

The pandemic didn’t help them either, and they spent a good amount of time growing up shopping online. 

For both Generation Alpha and Generation Zs, the digital world and technological advancements aren’t something to be awed at because they are facing what experts would call ‘digital fatigue’. 

So, when they are presented with options that the older generations are more used to, they react positively towards it, like they have with physical shopping— giving businesses hope for a brighter future. 

Brands will help the Paris 2024 Paralympics go for Gold

The Paris 2024 Paralympic Games set a new record- with at least 150 broadcasters signing up to cover the event, setting it up to be the most watched paralympic games in history. 

As opposed to the previous game in Tokyo, the Paris 2024 Paralympic Games will feature a total of 4,400 Paralympic athletes and 22 sports.

The International Paralympic Committee (IPC) is in charge of making sure that the games run successfully, and to reach as many people as possible.

All Olympic sponsors, following a ruling in 2018, must now support both the Olympics and the Paralympics. Since both the events are happening in the same city, this move will ensure that a form of stability is present for the Paralympics. 

Many brands are in:

Brand partners are divided into a few categories this year; Official Supporters, Official Partners and Worldwide Premium. 

Many well-known brands have joined the list to support the Paralympics, like Alibaba, Panasonic, Toyota, Airbnb, and others. 

When a brand signs a partnership with the International Olympic Committee (IOC), they automatically become a partner of the Paralympic Games as well. This ensures reach, security, and steady revenue for the IPC. 

Some brands even sponsor their services towards the game, or launch campaigns, like Allianz, who released a 10-part online series to educate people on the Paralympics, truly acting as a support to the games. 

More marketing news

DTC news you can use

  • More influencer marketing disasters and how you can learn from Bud Light’s recent mistake. 

  • Domino’s doesn’t regret holding back marketing spend in Q1 2024.

  • Halara wants to focus on driving engagements. 

  • Vacation has announced an upcoming rollout in Target stores. 

  • Fiona Murchison is Happy Socks’ new new CMO as Laura Frisk moves on. 

Top 3 Advertising picks of the week

  1. It’s all about lucky socks and beer in Heineken’s 'The Superstitious Fan.

  1. Kotex’s  #ProgressFeelsLike for International Women’s Day. 

  1. Dell Technologies’ Giant E-waste QR Code in New York.

And that’s a wrap on this week’s DTC Creator! It’s time to wind down for the weekend, and maybe do a little in-store shopping 😜

We’ll see you again on Monday with more DTC news!