The Gen Z Effect: NCS and Snapchat Quantify Gen Z’s Influence on Household CPG Purchases

September 26, 2019 – 

Our youngest generation wields a considerable influence on household buying, new study shows

Move over celebrities and micro-influencers: The youngest consumers among us just might be the hottest new influencers in town. NCSolutions, the leading company for improving advertising effectiveness for the entire CPG ecosystem, announced results from an innovative meta-study in partnership with Snap Inc., creator of Snapchat. Based on the measurement of 19 CPG Snapchat advertising campaigns across 32 brands and almost 4 billion impressions, the study found 63 percent of sales driven by Snapchat advertisements were a result of ads that only reached household influencers, not the primary household purchasers.

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