April 18th, 2023, Lesley Simeon
Consumer electronics company LG has updated its global brand identity by introducing new colors, expression and typeface to its brand slogan. The move is aimed at attracting a younger generation of consumers - in particular, Gen Z.
We look at YouGov data to see the demographic divide of the South Korean retailer’s existing customer base in the US and Great Britain.
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 6% of LG’s (appliances) customers in the US are Gen Z. But Boomers make up the largest share of American customers (38%) followed by Gen X (27%).
In Great Britain, 4% of LG’s (consumer electricals) customers are Gen Z. In this market, Gen X and Baby Boomers account for the largest share of customers (32% vs 31%), followed by Millennials (27%).
With LG now looking to target younger shoppers, we explore YouGov Profiles data on Gen Z’s attitudes in both markets towards advertising and consumer experiences.
In the US, 76% of Gen Z consumers agree with the statement that “brands need to find innovative ways to market themselves and their products.” Another 68% of them agree that they “like seeing real looking people in ads.”
Further, 60% of Gen Z respondents agree with the statement that they “prefer a meaningful connection with brands over a short-term connection that will fade away.”
The corresponding numbers in GB aren’t too different. Gen Z consumers are more likely than the general British population to agree with the statement that “brands need to find innovative ways to market themselves and their products” (80% vs. 73%).
Similarly, Britons are also over twice as likely as the general population to agree with the statement that they are “more likely to engage with advertisements on social media than on regular websites” (55% vs. 25%).
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US and GB are nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.