Shrewd shoppers snub celeb endorsements

VIVA Team | 10th April 2019

Findings reveal that younger savvy shoppers are fighting back against the rise of celebrity and influencer led product campaigns, with 61% of 16-24-year olds admitting celebrity endorsed campaigns have zero impact on their purchasing behaviour.


The revelations announced unveil a generation of ‘Insta-wise’ shoppers who reinforce that ‘product quality’ is key.


The Instagram generation are mindful of the relentless celeb-led social marketing and are fighting back the celebrity noise with 72% looking to friends and family for spending advice and product reviews.


Product quality reigns top of the list when it comes to spending as 54% of the age group highlighted this as the deciding factor when making a purchase, with a further 64% adding they’ll only commit to buying after getting a feel for the product.


Taking full advantage of the information age, 50% of UK millennials rely on search engines to source their product reviews.


Ollie Purdue, CEO of Loot, the company behind the findings, said: “It’s paramount for us that we delve into the spending habits of 16-24-year olds as our digital bank account is designed specifically for them.


“Understanding our audiences spending habits and needs allow us to continually provide a service that’s tailored. These findings highlight a generation of smart shoppers who aren’t easily bought in to parting with their cash by celebrity led campaigns, they’re paving the way for brands to focus more on product quality and sustainability.”


Superfoods and sustainable products are filling baskets, with a lifestyle shift evidencing cultural trends such as Veganism (51%) and Vegetarianism (19%)3 are influencing product buys.


Regardless of tight budgets, 68% of 16-24-year olds regularly opt to buy superfoods such as eggs (65%), broccoli (48%), oranges (39%), and oats (35%) in their weekly shop.


The focus on buying and living better is on the rise with 38% of the demographic spending over £30 on health foods each month.


Mr. Purdue added: “I often find younger generations are held against unrealistic and outdated perceptions, but this research has highlighted how the younger generation are prioritising health and wellbeing over fickle spending influenced by celebrity endorsed social marketing campaigns.”