Signal Gen Z brand discovery: 23% via social media, below 28% via physical stores
Summary
McKinsey finds 23 percent of Gen Z consumers discovered a new brand on social media against 7 percent of boomers, a share lower than the 28 percent who first saw the brand in a physical store and higher than the 18 percent who heard of it from friends and family.
Classification
Main topicMedia & Information Ecosystem
Region menusGlobal
Occurrencescope:global
Impactscope:global
Time horizon0-3 years (2026-07-26)
Last updated2026-07-29 04:49:53
Evidence 2
- State of the Consumer 2026: When tech acceleration and cost pressures collide McKinsey & Company page=6;section=Chapter 1: The new tech-driven path to purchase - How people discover and decide is changing rapidly / Exhibit 2 2026-06 accessed 2026-07-26
- State of the Consumer 2026: When tech acceleration and cost pressures collide McKinsey & Company page=4;section=Chapter 1: The new tech-driven path to purchase - How people discover and decide is changing rapidly 2026-06 accessed 2026-07-26
Part of trends 1
Directly linked issues 0
No objects.
Relation types: supports
Public id: fm-ddf542442ba2