Snap releases its latest The Snapchat Generation Study
Snap released its 2021 Snapchat Generation Report that examines the potential impact that Snapchat users can have on brands and businesses. The report suggests that The Snapchat Generation will have a two-way relationship with their favorite brands.
The report identifies the pandemic as a defining moment for Snapchat users as a renewed appreciation for family and friends remained a dominant theme for most of 2020.
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The report also found that The Snapchat Generation celebrates diversity and is more inclusive than previous generations. In the US, The Snapchat Generation is 2X more likely to be Black and almost 3X more likely to be Hispanic or Latin X than older generations. 3 out of 4 in the Snapchat Generation say being inclusive describes them and are more likely than non-Snapchatters to say they and their friends are inclusive of people who are different.
The report also suggests that the Snapchat Generation is well-informed about world news and events. A Snap study found that they y are 30% more likely than non-Snapchatters to say that they volunteer, give back through charity, and roll up their sleeves to drive social change.
The Snapchat Generation is multi-faceted and takes a much more holistic and nuanced view of how they define themselves, from the music they listen to, to the influencers they follow. They see being kind as cool, as is working hard and expressing their creativity.
The Snapchat Generation is more likely than both non-Snapchatters and older generations to agree that all of these are key aspects of their personality.
The Snapchat Generation is more likely than non-Snapchatters to view themselves as both kind and creative. These self-descriptors are consistent across the globe. Kindness and Creative are usually ranked #1 and #2. 9 out of 10 in the Snapchat Generation described themselves and their friends as kind. 8 out of 10 described themselves as creative.
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The only exceptions were: France: #1 Booksmart, #2 Kind, and #3 Creative, Malaysia: #1 Independent, #2 Kind, and #3 Creative, and India: #1 Concerned about the environment, #2 Creative, and #3 Kind.
Ambitious and Hardworking: The Snapchat Generation Wants to Excel
From an early age, The Snapchat Generation was raised to work hard and taught the value of grit and determination. Seeing themselves as both street and book smart, the Snapchat Generation is driven to be significant. Sixty-nine percent see themselves as “competitive†13 pts higher than non-Snapchatters.
However, the report found that the pressures to excel and change the world, coupled with the world they are living in (social injustice, political division, terrorism, climate change, and now a pandemic) inevitably lead this generation to be stressed out.
How Does the Snapchat Generation Communicate?
The Snapchat Generation feels significantly more empowered than Non-Snapchatters to change the world through online, digital communication which helps fuel their drive for activism and volunteerism. They know that such tools enable them to rally large numbers of people who share in their collective thinking, and in turn lead to a better world offline.
The report also found that the Snapchat Generation is 1.2X more likely than nonSnapchatters to agree that their actions can make a difference. And they put their money where their mouth is. Across the globe, the Snapchat Generation reports that they are contributing more to charity now than in the past.
Happy to Spend: How Consumer Habits Dominate The Snapchat Generation?
The report found that discretionary spending power for the Snapchat Generation reached a whopping $4.4 trillion worldwide. The Snapchat Generation is willing to outspend nonSnapchatters across every category. Across the board, the Snapchat Generation is willing to spend more of their money on discretionary items than non-Snapchatters.
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The Snapchat Generation has a highly entrepreneurial spirit and already strives for financial independence. 2 in 3 say they want to be self-employed vs. 2 in 5 for older generations. 9 in 10 say it is important to be financially independent.
Brands have an opportunity to connect with the Snapchat Generation Because they are so entrepreneurial themselves, they want to hear the origin stories and compelling background stories about the founders of their favorite brands. Brands who establish this two way relationship may be rewarded with loyalty.
What Does the Future Look Like for The Snapchat Generation?
In order to connect with this generation, brands need to find ways to show up authentically and establish their roles as activists by supporting and investing in meaningful causes. It’s on brands to think strategically about how to include the Snapchat Generation into their stories. As agents of change, this generation expects more from brands — they want them to be allies who join them as they change the world.