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Most Shoppers Want Ads Tailored to Them and Care About Brand Values
When asked what kind of ad they’d prefer to see, just 26% of respondents chose an ad that appeals to the most people. By comparison, 27% prefer ads that are personalized based on past actions they’ve taken, and 24% prefer offers that appeal to people who share their general interests.
If you had to see an ad for apparel products online, which of the following would be your preference?
Baby boomers were the most likely to say they prefer offers based on their past actions, with 34% choosing that option. At a share of 30%, Gen Z was most likely to prefer offers based on general interests, which was the least common choice among baby boomers.
Particularly given the apparel industry’s rocky history with labor and sustainability practices, it can be important for brands to communicate their values to consumers. Two-thirds of respondents said that the values and beliefs of apparel brands are at least moderately important to their decision to purchase its products.
How important are the beliefs or values of an apparel product brand (such as being sustainable, having good worker conditions, or the social causes it supports) to your decision to purchase its products?
That rate is helped substantially by younger respondents, with 75% of Gen Z and 74% of millennials saying the beliefs or values of an apparel brand are at least moderately important. Among baby boomers, just 53% said the same.