Hasta La Creative!

Impulse shopping could soon be a thing of the past, according to research by Iris Worldwide, which found that 0% of Generation Y and Z shoppers surveyed admitted to making spontaneous purchases while shopping in a store.

They appear to be so caught up in both gaining approval and exerting influence on social media that every purchase comes in the context of a whole cycle of posts, likes and tags.

Peter Wilson, planning director at Iris London, said, “It’s claimed behavior. But the important thing is that it’s true in their eyes. It even applies to relatively disposable, trivial purchases like choosing KFC over McDonald’s everything needs to be pre-validated. The attitude was, ‘No. I don’t do that at all.’ And why would you? They are wary of making a purchase that doesn’t meet the standards of their peer group or is culturally out of step. It’s too big a risk. And it’s easy to mitigate that.”

Continue reading at AdAge.com