hello and welcome to this similar and meltwater website of webinar gen Z online Trends habits and behaviors before we start I would like to make a few household uh remarks of course this recording will be shared with you after the presentation as well as the slides um uh the Q&A is on the right so if you have any questions please do not hesitate to answer of to ask those um and as well there is a survey in your screen that is below our video um please fill this out this helps us um optimize our webinars and also um you there's an opportunity for you to to to fill out new webinar topics that we will uh use for our next webinars okay so we are doing this webinar together with Michelle Michelle I don't know do you want to introduce yourself first yes of course hi everyone nice to meet you I'm Michelle I'm a senior insights Analyst at similar web and I address complex business qu business questions through um through data to help businesses thank you and I will also quickly introduce myself my name is Brum Brum Herman I'm originally based in Amsterdam um the marketing manager for the Ben at meltwater but I have an quite an yeah broad experience throughout many topics and I'm also part of the Gen z uh yeah the Gen Z generation being only 26 years old so uh yeah very exciting to do this with you um yeah let's go into the agenda then um so first uh we will focus on the meltwater side of the webinar that is will be my part so let focused on the global state of dig digital um that is global data around J's Global online habits and Trends so first we go into social media Basics uh do we'll go into where genz does its brand research um if it follows influences and how much um what Ecommerce Trends are for genz and we will finalize with takeaways then uh Michelle will take uh on her um part of the presentation and she will dive into the digital landscape of genz and how to appeal to them so those will uh go into social media shopping arts and entertainment news and magazines and food and drink so having said that let's get started with the webinar in we start with my part as said so yeah let's go on let's get on with it the so first I wanted to introduce to you melt in case you didn't know it most of you might know but there's also probably a few of you whove never heard of it or don't really know what we do um there are billions of people online and they are um generating an unprecedented amount of data it's messy it's fragmented it's unstructured and today our or organizations are leaving the majority of this data unanalyzed now more than ever business need need technology that pulls all of this data together and makes sense of it and that is where meltwater comes in next slide please melm offers a sing integrated solution to help customers uh break through the noise and address multiple needs and use cases we have 2300 employees and have 27,000 consumers which which we help with media social and consumer intelligence um we have over 50 offices around six continents so there's always a local um a local representative near you and we are we have we have our roots in Norway but we've I said we've truly became a global company over the past over the past 20 years okay next slide so now we will uh go into the social media Basics um it is a pretty data heavy presentation um but I will do everything my power to make it as engaging as possible we'll have takeaways after almost every section um and also this this uh webinar is based on a report that's Global state of digital that has 561 pages so you probably understand that I won't um be going into every single one of those pages so feel free if you would like to know more about Digital Trends not only of genz but also of other Generations specific countries then I would strongly recommend you to uh download report and that is ALS will also be shared in the followup of this uh of this webinar next slide please um yeah so for the social media Basics we'll start by looking at why jenz uses social media like everyone else j z uses social media to fill up spare time they use it to stay up toate checking trending training topics and reading news stories interestingly they are the only age group that uses social media to avoid missing out additionally they follow influences and celebrities and look for products to buy a habit that is common across all age groups this will tie into our later discussion on how they discover Brands and make purchases online um and next let's cons consider the number of social platforms gen Z is using gen Z uses by far or by far compared to the older Generations the most social media platforms uh on average they use 7.4 platforms with women uh using slightly more at 7.5 and men at 7.3 so not huge differences there but we do see a lot of difference between um yeah 55 to 64 years old only use just a little over five so social platforms um we also see the strength reflected in their daily time spans on these platforms which we will discuss on the next slide yes on this slide we'll look at the Daily Time j z spends on social media uh j z spends the most time on social media compared to other Generations on average women spend uh around 2 hours and 59 minutes daily while men spend 2 hours and 3 32 minutes this extensive usage across multiple platforms highlights their deep and great engage M with social media influencing their brand interactions and purchases as we'll see in the throughout the whole webinar so uh moving on to their social sorry excuse me moving on to their favorite social media platforms Instagram is the most uh popular platform for 25.5% of gen ZZ more genz individuals prefer Instagram compared to older Generations Tik Tok is significantly favored by genz with 4.7% naming it their favorite unlike all the generations Facebook is not popular among gen Z it's favored more by older people this is quite interesting as we always say if you've been to our previous webinars that we say for the total per population Facebook is still not dead and although Facebook definitely still isn't dead also not for genz only a few people indicate it as their um favorite uh platform um something that's not on this slide but relevant to our discussion is the audience advertising profile for these platforms or not for these platforms but for um yeah platforms that have high concentrations of gen z um so the following three platforms are the three platforms for which the audience Pro profile is most skew to our chz and making it easier for you to Target them so the third uh most skewed advertising profile towards um towards gen Z is Snapchat on Snapchat a significant portion of the user base is made of gen Z specifically 17.8% of Snapchat total users are females aged 18 to 24 and 20.3% are males in the same age group in contrast the 35 to 49 age group makes up only 8% of females and 6% of males Instagram also shows a strong preference among user younger users among Instagram's total user B base 15.4% of female aged 18 to 24 and 16.4% of M males aged 18 to 24 for the 3 25 to 34 age group 14.3% of the users are females and 16.3% are males these numbers drop significantly for the 45 to 55 age group with only 4.8% of users being females and 3.9% being males this clearly indicates that in Instagram is predominantly used by younger people in the genz uh age group group um Tik Tok follows a similar trend of course not surprisingly I guess to many of you with 18.1% of its total uses being females aged between 18 and 24 and 18.6% being males in the same age group for the 25 to 34 age age group 15% of users are females and 17.6% are males these percentages are much lower for older age groups underscoring Tik tok's appeal to younger demographics as I know these are a lot of numbers and it's also not on the slides um these slides however and this data is on the uh is in the in the in the report so I would strongly suggest for you downloading the report and having a look at these in-depth fatures so I will yeah I said there's a lot to take in so uh the first I will I will I will summarize the key takeaways for the first section um reflecting on the cor insights by JZ social media habit um so first rert and gen Z uses social media primarily to fill spare time and stay updated with family training topics and news stories this group stands out because they're actively because they actively use social media to avoid missing out a unique characteristic that drives their High engagement on these platforms next we've looked at the number of social platforms used we saw the genz leads all eight groups averaging over seven different platforms this extensive ug is higher for women than for men but both genders show show significantly more user usage than older Generations this highlights the importance of a multiplatform strategy to effectively reach and engage with Gen Z we also know that the geny spends the most time on social media day women spend nearly 3 hours while men spend over two and a half hours each day on these platforms this heavy usage underscores their deep engagement and Reliance on social media for various activities in including staying updated interacting with influencers and discovering new products platforms like Snapchat Instagram and Tik Tok have high concentration of genz users on Snapchat and Tik Tok a significant portion of the user base is aged 18 to 24 while Instagram is predominantly used by younger people with a large percentage of users in the uh 16 to 18 year old age group age group this highlights the importance of targeting these platforms to effectively reach genz so to this slide and the entire section gen Z uses social media to fill spare time and say updated they use the most social platforms spend the most Daily Time on social media and favor Instagram and Tik Tok these insights set the stage for understanding their online brand research and purchasing and purchasing habits which we'll delve into in the next part of our presentation so the next part is uh brand research uh yeah so let's dive into that so now let's discuss how many genz use social media to research Brands and products they're considering buying a high percentage of genz uses social media for this purpose 81.5% of women and 78.3% of men this is again similar to the 25 to 34 year old generation but higher than the others this preference of social media aligns with a you higher user usage R rates and their time spent on these platforms then we move over to see the wider picture how many people in gen Z use the over internet to research brand uh products and or services for genz this number is slightly lower 51.4% of women and 44.6% of men do this in comparison the oldest generation on this slide 55 to uh 64 years old has slightly higher numbers overall at 53.1% for women and 54 2% for me this suggests that while social media is a primary tool for Gen Z older Generations rely rely more on general internet access let's delve into the main channels jeni uses for online brand research for Gen Z social networks are the primary Channel this aligns with what we discussed earlier about their High usage rates and time spent on social media additionally mobile apps are also significantly higher for genz compared to older to older Generations however websites are less important for Gen Z than for other older generations with only 28.8% using them for brand research though this number is still somewhat important of course in contrast all generations rely more on search engines and consumer reviews for their online brand research this different highlights the shift in digital Behavior between gen Z and old the generations EMP emphasizing the importance of tailoring your Market strategies uh to the Preferred channel of each demographic design side can help in creating more targeted and effective marketing campaigns now where do people hear about your brand first and especially gen Z social media ads are the most important for JY with 30.9% discovering Brands this way search engines and a little surprising to me as we as often is said that TV is more for order people tv ads are also significant at 20 7.5 and 27.2% respectively gen Z along with 25 to 34 years years old is the only group where ad and mobile apps play an important role 23.5% this shows a varied approach to Brand Discovery integrating traditional and digital media so let's summarize the key takeaways from the last uh the last session of slides focusing on gen Z's online behaviors and preferences for brand research and discovery first we started the high percentage of genz uses show social media to research Brands and products they are considering buying this tendency is more pronounced in genz compared to other Generations highlighting the importance of a strong social media presence for Brands aiming to capture this demographic uh this this demographics attention next by looking at the broader picture we not that genz also uses the internet for product research though to a slightly lesser extent than social media despite this a significant portion still relies on General internet access for brand and product information this indicates that while social media is the primary tool other online resources are also important we then delved into the main channels for online brand research finding that social networks are the primary channel for genz this aligns with their high social media usage and and engagement additionally mobile apps are notably higher for genz compared to other Generations traditional websites also somewhat important are less prioritized by gen emphasizing the need for Brands to focus on mobile friendly and social media strategies finally disc we discussed how people hear about Brands first for Gen Z social media ads are the most significant source of brand Discovery this makes sense giving their High engagement on these platforms of course search engines and TV also of TV ads also play a role interestingly genz along with the 25 to 34 years old age group is unique in giving considerable importance to ads in mobile apps showcasing the inter integrated digital media consumption so to to summarize this section I know there's a lot of texts as well I've said a lot of things you saw a lot of data what what did we actually say genz relies heavily on social media for brand research uses the internet broadly for product research prefer social networks and mobile apps for brand information and find social media as crucial for brand Discovery understanding these behaviors helps in tailoring marketing strategies to effectively engage with Gen Z okay so now we have a a brief section on influencers on influential marketing let's dive into that we start with with talking about following influences on social media gen Z has by some amount the highest percentage of people follow following influencers 32.5% of gen Z women and 25.8% of gen Z men follow influencers these numers are much lower in older in older age groups even in the 25 to 34 year old range where we've seen a lot of similarities between the Gen z age group and that age group influences play a crucial role in shaping gen's obedience and bring decisions as we saw in the reasons for using social media so how about watching Vlogs gen ZZ watches the most Vlogs compared to other Generations 31 of 36.1% of genz women and 26.6% of genz men watch Vlogs or influencer videos weekly this trend declines with age with only 70% of middle-aged people between 45 and 55 years old watching Vlogs a week this preference for video content is another way to stay engaged and informed online so that was a brief section on influencers now we'll go into e-commerce also a very interesting uh Topic in which um jenz different differentiates itself so first we'll look at weekly online purchases j z has the lowest percentage of weekly online purchases 53.6% of of women and 48.8% of men make weekly make weekly online purchase all other Generations have higher rates some quite a bit higher this is likely because JZ is not fully in the work in the workforce and has little disposable income people aged 25 to 44 make the most online purchases however jz's future potential as a consumer group of course is significant so what kind of content are people buying online for Gen Z movie or TV streaming is the most popular at 27.1% next is Music stream at 25.2% overall almost every content type sees higher Pur purchase percentages among 16 to 34 years old compared to older groups this reflects their digital consumption habits and preference for entertainment content finally let's just Custer drives online purchases for genz free delivery is top driver at 47.7% similar across all age groups coupons and discounts are next at 39.7% easy return policy is also important at 32% these factors are consistently important across all generations showing that showing that convenience and cost-saving are Universal priorities let's summarize the key takeaways from the influencer and e-commerce parts focusing on gen Z's online Behavior related to influencers video content purchasing habits and what drives their online purchases firstly we observe that a big part of gen Z follows influences on social media much more than older age groups this highlights the importance of influential marketing when targeting gen Z as they tend to trust and engage with the recommendations from these online personalities next we discussed how genz watches Vlogs matter more than other Generations both gen Z women and men and engage with Vlogs or influencer videos on a weekly basis this this Trends this trend declines with older age groups underlining jz's preference for video content as a source of entertainment and information Brands can leverage this by creating engaging videos video content that resonates with jz's interests we of on to weekly online purchases noing genz has lower rates of online purchases compared to other Generations this is likely due to the Limited disposal income as many are not yet fully in the workforce despite this their potential as future consumers is significant and understanding that current happenss can help Brands prepare for the increased spending power in the coming years in terms of the T in terms of the type of content gen is by entertainment content like movie or TV streaming and music streaming are the most popular this this reflects their digital consumption habits where they prioritize entertainment over other content types brands in the entertainment industry should particularly focus on targeting this demographic lastly we discussed what drives online purchases for genz convenience and cost-saving are key factors with free delivering for free delivery being the top driver followed by coupons and discounts and easy return policies these factors are consistent across all age groups as everyone Valu seamless and affordable shopping experiences of course to summarize these key takeaways influences play a crucial role in shape gen's opinions video content especially Vlogs is highly consumed by this demographic their weekly online purchases rates are lower but expected to grow entertainment content is their top online purchase and convenience along with cost savings are the main drivers for their online shopping decisions understanding these behaviors will help in creating effective effective marketing strategies tailored to gen Z so what are the takeaways for the entire presentation we you've we've we've made it throughout the whole presentation um I know there's a lot of uh there is a lot of a lot of data to discuss a lot of things I've said but what have we said throughout the presentation firstly we have EST that we have established that gen Z has a dominant presence on social media they use these platforms extensively not just for connecting with friends but also for researching Brands and engaging with content this extensive use of social media is a critical aspect in their online Behavior secondly we know that the geni engages across an impressive 7.4 social platforms next we discuss a strong preference for visual content uh with Instagram and Tik Tok being their favorite these platforms cat for their to their love for visual and dynamic content making them essential for any marketing strategy targeting gen Z in terms of shopping Behavior well JZ frequently researches Brands and products online they purchase less frequently than all the generations this could be due to various factors including the financial status or different of different purchasing habits this despite this their research habits make them a crucial de demographic for brand awareness and engagement finally from a marketing perspective it is crucial to focus on social media ads and offer attractive incentives like discounts and free delivery to capture Den attention these strategies res resonate well with your preferences and can drive engagement and conversations these takeaways highlight the importance of understanding and adapting to the unique behavior and preferences of gen Z to effectively reach and engage with them by leveraging so social media dominance multiplatform engagement visual content and targeting marketing strategies Brands can connect with his influential demographic and that was it for my part we will now go over to Michelle great thank you ram hi again everyone so um let's dive into uh this unique landscape of geny consumers uh will leverage similar webs data to dissect the websites and the apps that they favor across uh different Industries um and we'll see how you can appeal to them and how you can Target them but uh before we start in case you don't know um who we are um simar web is a 360 degree digital marketing Market intelligence platform uh we have tools for market research for audience analysis for website analysis Performance Marketing for example and this is all backed by trillions of data points and signals we cover over 190 countries we have data for over 100 million websites over 8 million apps more than 5 million retailers more than six billion keywords and 250 million skus and what makes all of these powerful really powerful is the reliability and the robustness of our data which is why some of the leading companies in the world um trust similar web uh so let's dive into the insights and we'll start with social media first when we look at the most used um websites and apps by J C in social media we see first of all that Tik Tok has surpassed uh Twitter and it's number three by the way something I didn't mention is we're going to focus on France Germany and um the UK so yeah Tik Tok is number three right now surpassed um Twitter already and we also see that Instagram is really popular number one or number two uh in all three uh countries this just indicates that um short form video is the preferred type of content for Gen Z now we also want to look at websites and applications where um JZ is over represented or these are the websites and apps within the category that have the highest shares of geners um so first of all we see a lot of services focused on community such as uh Discord and Reddit and we also see some more personal ones like be real so Discord is an interesting platform it was uh originally for gamers to communicate between them and it has expanded to many more other types of community so fans of podcast TV music content creator s and in there they can discuss their favorite episodes they can collaborate on fan art discuss fan the theories for example um and then we also see that focus at community on Reddit where jenzy can uh can belong to a subreddit which can serve as a community um and jensy also perhaps has uh more trust in this platform where they feel that uh it has been less touched by uh the marketing world so we know that social media is part of the fabric of JC they have more or less grown with social media and they use it in many different areas of their lives so it's used as a primary form of communication they use it to get news and to research like we'll see uh in a little bit and also something that BR mentioned before um and for research it's also even sometimes more used in Google or used before uh Google where uh consumers can get genuine opinions from multiple different uh creators so to summarize social media how do we appeal to geny in here um they use video content more than other Generations um they watch influencers vogs they use Instagram reals they are the biggest uh demographic on Tik Tok um so to appeal to them it's really key to use short form videos um and to collaborate with influencers that resonate with them um also uh we saw that search is now happening more and more on social media especially on Tik Tok before even search changes so to ensure you have to ensure that you have a presence on social media that you are creating the right type of content for jensy um and that also you have positive content about your brand and products from other uh creators and lastly Community will see this across many of the other categories um you can create a size of community in almost any type of brand or platform or product Sheen is a good example of this um within their platform you can follow specific clothing lines so it makes each brand feel like it's very own Community within Shen you can of course show reviews and photos um so it resonates well with uh this demographic we'll see a little bit more on that in a little bit so moving on to shopping when you look at the most used apps and websites first of all multicategory retailers dominate here retailers classified in Market places only a few exception of category specific uh players are in the top five uh really interestingly uh classified are the second website and app in France and Germany only second to Amazon so they took over most retailers or marketplaces um and another interesting thing here as I mentioned before Sheen resonates really well with JC but we also see something that we've seen before in our data um and that's the app first strategy um for Sheen we see the app uh but we don't see the website in here if we look at um at a Services where geny is over represented so fashion is um really the preference here uh we have lots of different retailers and Brands mostly low to mid-range another uh trend is affordability so we see websit uh in apps for deals discounts vouchers uh in the top one or second uh spot in all three uh countries one that stood out for me was the were these two uh fragrance websites so geny views fragrances a little bit different than other uh Generations they don't necessarily have a signature fragrance but they have multiple options depending on their mood and how they're feeling every day um lastly we also have uh websites like back Market uh vented and depop at least one of them in each one of the countries these are for uh pre-owned um electronics and fashion and other items so this uh really plays into that affordability area but also sustainability practices which are uh really important for geni so um some research we've seen and this is from a can see shows that um gen seers are more likely to treat themselves than other Generations but they are also most likely to trade down so they will indulge and treat themselves in a categories that are a priority for them fashion um and they will trade down on dining and travel for example so um deals and discount websites that we saw before were will likely be benefited from this as um geners look to indulge but also dead those uh deals so how do we appeal to them in shopping we need different strategies for different categories as fashion and apparel uh can be a treat we need to uh frame it as an Indulgence so high quality luxurious personalized experiences in other categories value for money is really key so things like bundles convenience special offers and then overall sustainability can be really key but uh pricing must be aligned to this demographic so things like pre-owned recycled items zero waste F trade Etc now for arts and entertainment so YouTube dominates here and it's no surprise because what Bram said but we also saw on social media that short form is really uh key for geners uh but other than YouTube We also see a lot of ond demand streaming services of TV podcasts and music this generation chooses when and where they want to consume uh their content if we look at um the websites and apps with the highest shares of gen years gaming and anime is a clear um reference for this um group um we have multiple Services related to this in all three countries um crunchy role uh is really also dominating we see that over almost 60% of their uh users in Germany are um younger than 25 year olds it's almost 50% in the UK and over a third in um France and a special mention here also to SoundCloud they didn't make it to the top five because anime and gaming took over uh but they are the most over represented music service in all three markets even though they are smaller than um Spotify it looks like it really resonates with genz um they are the platform is less curated and it's more useful for uh discovery of new musics um and it also plays into the community as aspect um as uh you can um message uh fans and message between fans and artists uh you can uh leave comments for example so that for fers that um need for Community um so Jers are moving a little bit more away from traditional TV watching and they favor online video they uh look at creators like Mr Beast for example who puts out videos regularly it's almost like mimicking a TV schedule uh but they also curate channels for a steady and fresh content so um they almost know when to tune in so what do we need uh to appeal to Jers in art and entertainment first of all fresh or even life content um which is published on a regular and predictable um schedule so again they know when to tune in or when to go look for uh your content uh the platforms must enable easy ways to discover content but also faster a community uh Community Building through messages through likes and even social media um Integrations gaming is a clear passion of this group uh so uh Brands can look at um um collaborating with games collaborating with influencers in gaming but also gamifying their own uh platforms and services and lastly jens's love for um anime comes from a community Centric nature of anime uh fans Bond fans Bond over shows they create fan art they cosplay um and Anime also has a sense of inclusivity and diverse characters which resonates with um these values uh so Brands can tap into that passion they can again incorporate uh anime Aesthetics they can uh collaborate with anime related um services and they can Embrace that diversity and uh inclusion of course now let's dive into news and magazines so one one thing that stands out here is the big difference between the number of visitors to websites and the number of app users that big big gap we see here is was much smaller in other categories we saw before that can stems from the fact that Jers are probably more likely to get their news from um social media uh websites so no need to have those um news apps installed on their uh phones as m um as other types of apps so um again Community comes through here we have um medium and Kora where you have a community created content and Kora where you can find answers to um different things knowledge created by um by the community um and also even though this generation is characterized as more leftwing we do see um some websites that are more right leaning or center right leaning like um the figuro build and um Daily Mail and as we'll see in a little bit this can also stem from the fact that gen years look for different angles they don't focus on one only one single outlet but they look at different kind of viewpoints um um and lastly in here we have Google News the aggregator related to what what I was mentioning before where they can get all different types of outlets and get different types of coverage for the same topic um if we move on to where uh websites and apps have the biggest uh shares of Jers uh really interestingly International Outlets are seen across the three countries um and this may be because uh JY is maybe more outward looking than other um Generations they might think that the their local Outlets are maybe not portraying the the the full picture and want to see it from different point of view um and then on the other hand we also have Financial uh use especially in the UK uh maybe this generation has really felt some of the effects of of the economy um and is looking to you know stay on top of of that topic um so um Jens views in general are more and more consumed through social media but that is even more pronounced for Gen years um this allows for multiple points of view for explanations from different and maybe even independent uh people or experts people with different backgrounds and more um maybe genuine um opinions but how do we appeal to them so first of all we need that wide coverage um as we saw they look at aggregators and international Outlets so making sure that we are covering different a topic from different angles Community Le content and this can be again applied in any type of of service or type of product content about fashion Within your within a fashion retailer that's created by the community for example um and then having again multiple angles different voices from different backgrounds that can help uh get a fuller picture of a topic lastly for food and drink so delivery apps are really big here um but when we look at websites we also see a lot of food inspiration recipes and online grocery delivery so it's not all um food delivery here uh we also see to good to go in France which highlights that kind of need for uh sustainability uh but also on the afford affordability side of the products that you can get on to good to go or much cheaper than paying full a price for them and for the websites and apps with over representation or the biggest numbers of uh geny um of course we know that um Jes have a really busy um schedules with works with studies with social lives and we see this reflected in that big use of um delivery apps so jensy makes uh between um a quarter and a third of all users of the top delivery um apps um we also know and Bram also talked about this before uh they may not have the same disposable income as older um Generations so they might see those delivery services As a treat that is maybe U more affordable than a meal out maybe hosting friends instead of um going out to a restaurant um going back to sustainability a bit more um so JY also look looks at this in uh food and drink they are uh leaning more and more to meat free diets and from this research we know that over 25% of them are already plant-based and more than 25% more are planning to go a plant-based uh so they might not pay a premium for sustainable ingredients but this might be their way of contributing to a more um sustainable uh food indust industry and lastly how do we appeal to them in food and drink so online grocery it's really important for them it's among the top in all three countries so making sure that uh your brands are present there and um for online grocery Services incorporating recipe inspiration for example so Brands can collaborate with the groceries on those um Recipe Inspirations uh for delivery apps those aggregators that we saw before um with multiple different uh restaurants making sure that you're visible in there that you're using the right terms and of course highlighting uh any plantbased um products uh but also adding more to the range which might um attract more of those geny uh consumers so to summarize everything who are the Gent consumers how can we appeal to them so they are digital first and app first they Embrace digital and apps in all areas of their lives so for example social media for news and for research they are also costc conscious without sacrificing their uh priorities so um looking at deals incorporating deals pre owned bundles um free delivery um can be really useful to attract them they are flexible in the way that they spend their money but also in the way that they GA information so they will indulge in their priorities but they will also trade down where necessary and they use multiple sources and multiple types of platforms um to get their uh news uh they are on the lookout for Community we see this across multiple categories there's many different ways in which you can incorporate Community from content creation to integration with social media for example to the way that you um post reviews about a product and lastly they are environmentally conscious maybe they are not able to pay a premium for this product yet uh but they will add certain Lifestyle Changes uh so that they can contribute to sustainability such as PR own uh products but also plant-based um diets great thank you I think we have some time for uh some questions yes I think I saw a few questions in the uh in the chat so thanks for that of course if you any more questions please uh add some and also please remember to fill out the survey again as that that really helps us a lot so the first question is for you uh Michelle um what do you think oh sorry why do you think Community is so important for JZ yeah I think that connects a lot to um how this how digital first they are um we know people are maybe more isolated now than before so I think that sense of community uh in all aspects of Life can can provide sort of a a connection but also it plays into that getting um genuine opinions and not necessarily the opinion of an institution of or of a brand but they know that they're getting information uh reviews tips from their Community right cool then I see a question for me um why do you think TV is still a brand Discovery source for Gen Z of course interesting question you see I at least in my personal environment as well I hear a lot of less a lot a lot less people uh watch TV but of course uh yeah we the genz we still watch TV around big events like the European championship for example that's happening in EUR in the Europe at the moment or Olympic games that are coming up but also and that is a thing to really well remember uh we still see TV ads on social media or um on any basically on any other platform not only as an ad itself but also integrated in the uh yeah in the content that we watch so that is uh yeah that is I think very important to uh to recognize okay so then we have one more question for you Michelle if consumers are doing their research more on Tik Tok should we treat it as another search engine for brand visibility yes absolutely um research of course is still very much alive and going on and like the biggest on uh Google but it's really important to make sure that you are present on social media that you are using the right descriptions for your videos the right type of content the right hashtags and also that other content creators are talking in a positive way about your brand and your products so that when that research is being done you will in one way or another be there at the top for um JY consumers okay well thank you yeah there are a few more questions in the chat so apologies if we didn't answer those but unfortunately there is no more time so we're leaving it at this Michelle would really like to thank you for your great insights I hope everybody really enjoyed the webinar learned something as said we will share the recording we will share the slides um we will share the reports the global set of digital as well um yeah so that was it hope everybody has a nice day and uh enjoy your weekend