While 25% of Baby Boomers said they would boycott a brand if they see poorly placed ads, younger consumers are much more forgiving. In fact, the report found that younger generations are more likely to give companies the benefit of the doubt prior to boycotting. And, the study found, consumers of all age groups are most likely to forgive a brand that publicly apologizes for its mistake.
“While it’s hard to ensure 100% brand safety, the survey shows brands should take more responsibility for where and how their ad content sits. They’re ultimately in control of their tech stacks,” Eadie told CMO By Adobe. “Brand partners also have a vested interest in avoiding brand safety errors. And remember that when a mistake does happen, be transparent and genuinely apologetic.”
Social Media Across Generations
Social media is embedded into the everyday lives of consumers across all of the generations surveyed. However, each age group has a different reason for interacting on social channels.
For example, older consumers said they use social networks to stay in touch and share with family and friends. Younger generations, on the other hand, said they use social networks to interact with people outside of their circle and to stay connected with friends and pop culture, the study found.
The good news for marketers: All of the generations surveyed expressed an interest in interacting with brands via social channels. Generation Z, however, is engaging with companies most on social media, with 69% who said they frequently engage with companies that place ads on social platforms. Sixty-three percent of Millennials also said they engage with companies that run ads on social, while only 49% of Generation X and 33% of Baby Boomers do so.