Gomez, who boasts an Instagram following of over 424 million, has been a prominent advocate for Harris. Her endorsement, coupled with her previous support for Joe Biden in the 2020 election, has intensified public scrutiny and interest in Harris’s policies. The study showed a marked increase in global searches for ‘Kamala Harris policies’ following Gomez’s support, with searches for ‘What is IVF’ surging by nearly 3,000% after the topic was highlighted in her post.

Taylor Swift also made headlines with her endorsement of Harris. With a following of 283 million, Swift’s viral Instagram post has significantly boosted interest in Harris’s campaign. The post, which praised Harris’s policies on LGBTQ+ rights and women’s health, further elevated the public’s curiosity about Harris’s positions and the Democratic Party’s platform.

Elon Musk, with his 197 million followers on X (formerly Twitter), is another key figure in the study. Although Musk endorsed Biden in 2020, he has recently shifted his support to Donald Trump. His comments, including a sarcastic remark about Swift’s endorsement, illustrate the polarising effect of high-profile endorsements in political discourse.

Other notable celebrities in the ranking include Ariana Grande and Beyoncé. Grande, with 377 million followers, has been vocal in her support for Harris, mirroring her endorsement of Hillary Clinton in 2016. Beyoncé, who has supported various Democratic candidates including Obama and Clinton, ranks third with over 316 million followers. Her endorsement of Harris and her support for Biden have contributed to her influential status in the political arena.

The study, conducted by JeffBet., analysed the follower counts of these celebrities to gauge their influence on political campaigns. The results underscore the growing role of celebrities in shaping public opinion and mobilising voters, particularly among younger demographics.

A spokesperson for JeffBet. emphasised the importance of celebrity endorsements, noting that while the direct impact on election outcomes is hard to quantify, these endorsements play a crucial role in engaging young voters and raising awareness about political issues. The spokesperson also highlighted the need for celebrities to use their platforms responsibly, given their ability to influence millions.

In addition to the top five, the study also considered other celebrities like Jennifer Aniston and 50 Cent, who have made notable endorsements or comments on political matters. Aniston’s support for Obama and 50 Cent’s shifting endorsements reflects the diverse ways in which celebrities engage with political campaigns.

The findings of this study suggest that as the 2024 elections approach, celebrity endorsements will continue to play a significant role in shaping political narratives and public perception.

The post Selena Gomez and Taylor Swift Lead in Influential Endorsements appeared first on EMC UK.

Both Gen Z and Millennials demonstrate a clear preference for short, easily digestible video content, such as Instagram Reels and TikTok. The study found that 46% of respondents from both generations watch these platforms daily, while 66% engage with them every day or every few days. This significant engagement presents a massive opportunity for product discovery, especially for new or small businesses. Interestingly, 21% of Millennials and 14% of Gen Z reported often purchasing from brands they had never heard of before, solely based on social media recommendations. This indicates that Millennials are at least as reliant on social media for shopping recommendations as Gen Z, if not more so.

The research highlights that both generations are focused on wellness and lifestyle upgrades, with social perception and image playing crucial roles in their lives. Categories such as fashion, makeup, dining, cooking, and fitness are particularly prominent, with Instagram Reels and TikTok serving as primary sources of information and inspiration for both groups.

When it comes to the length of digital content, the study shows that different types of media command varying levels of attention spans. For instance, entertainment streams and live sports have the highest tolerance for longer viewing times, while advertisements and reviews are consumed more quickly.

A notable trend identified in the study is the preference for utility over brand loyalty, a behaviour more pronounced among Millennials. Seventy-five per cent of Millennials and 60% of Gen Z respondents agreed with the statement, “I have no problem switching brands if I think it’s going to be a better option for me.” Moreover, over half of both groups expressed a willingness to purchase knock-off versions of brands instead of paying full price for the originals.

Ethical considerations also play a significant role in brand engagement. A higher percentage of Millennials, compared to Gen Z, reported they would stop buying from a brand if they discovered it was unethical. This indicates a stronger inclination among Millennials to hold brands accountable for their actions.

Adelynne Chao, Founder of Untold Insights, commented on the findings: “Our research has highlighted the importance of understanding the nuanced behaviours of these influential generations. While there are differences, the similarities are striking and hold significant implications for businesses. These findings underscore the need for marketers to focus on authenticity, convenience, and socially conscious branding, as these factors greatly influence both Gen Z and Millennials’ consumer behaviours.”

The report concludes that, despite some subtle differences, Gen Z and Millennials exhibit many overlapping traits and interests. It encourages businesses to recognise these similarities to create marketing strategies that resonate with both generations. By doing so, companies can achieve greater success and growth in today’s dynamic marketplace.

In summary, this study provides valuable insights into the behaviours and preferences of Gen Z and Millennials, challenging the notion that these generations are fundamentally different. Businesses are advised to leverage these insights to tailor their marketing approaches, ensuring they meet the expectations and values of these influential consumer groups.

For more information, visit https://www.untoldinsights.com.

The post Influential Generations: Understanding the Consumer Behaviours of Gen Z and Millennials appeared first on EMC UK.