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85% of baby boomers and 80% of Generation Zers plan to visit brick-and-mortar businesses the same or more than they did before Covid-19, according to a new survey by MomentFeed, a provider of Proximity Search Optimization. Though support from Gen Xers and Millennials is slightly lower at 76% and 69% respectively, brick-and-mortar brands can still earn these buyers' business with the right strategy. Gen Xers are likely to prefer online options for doing business, even after concern subsides, and Millennials will likely be more apt to visit businesses that provide special offers and discounts.
The study finds Generation Z is likely to be missing out on once-in-a-lifetime events like graduations and first jobs. This generation is also likely to be feeling isolated and suffering cabin fever. Research shows fun, entertaining ads might help Gen Zers feel less isolated and create connections now that will help earn their loyalty when things open back up.
Baby boomers will likely lead the rebound in foot traffic back to brick-and-mortar businesses across all industries as concerns subside. To stay engaged with this generation, it is important to know they are less interested in discounts and more interested in supporting their local economy.