Younger Consumers Are More Willing To Pay For Products That Save Time

Forrester’s Media And Marketing Benchmark Recontact Survey, 2022, shows that nearly half of Gen Z and Millennial US online adults say they pay more for products that save them time (see Figure 1). This behavior is higher than for Gen X (37%) and for Boomers and the Silent Generation (24%). As more young adults enter the market and their buying power grows, brands should analyze how their products and services appeal to consumers’ wish to save time. Brands should also explore how they can further save time for their customers via enhanced product imagery, focused copy, streamlined checkout, in-store pickup options, and easy-to-find (and -interpret) customer service and help information.