Building Awareness and Trust with Gen Z

Download SECC’s “Building Awareness and Trust with Gen Z” paper, the first publication in the Customer Insights Spotlight Series, which utilizes the survey data from the “Consumer Pulse and Market Segmentation – Wave 9” research to dive into specific subsections of the U.S. population.

Focusing on Gen Z is all about preparing for the future. Born after 1996, the oldest of this generation is 28 years old, and they now represent almost a quarter of the U.S. population. As the second-largest generation after Millennials, Gen Z is also an increasingly large part of the U.S. economy and workforce.

Fielded to a sample of 2,000 Americans responsible for energy decisions in their households – plus a sample boost of 300 Gen Z consumers – this research sought to understand the priorities of Gen Z when it comes to electricity, what they want their electricity providers to prioritize, their perceptions of their providers and more.

The paper revealed that Gen Z consumers are much more tech-friendly than older generations and more likely to make decisions that benefit society at large. However, they often aren’t sure which steps to take around energy, are often limited by their living situations and are generally untrusting of their electricity providers.