Influencers and celebs impact waning, friends may have a bigger influence on Gen Z shopping habits
India's Generation Z (Gen Z) is more likely to make purchases based on recommendations from friends rather than influencers or celebrity endorsements, signaling a shift in perception regarding content creators' influence on this demographic. A report by Yuvaa reveals that 71% of Indian Gen Z shoppers prefer environmentally friendly brands, and 63% prefer brands that support social causes.
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