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That’s in spite of the fact that 72 percent of Gen Z respondents (under the age of 25) said they had been negatively impacted by the pandemic.
Meanwhile, older generations reported feeling “hesitant” about making luxury purchases, Adweek reported.
Gen Z is also interested in luxury advertising, the Adobe survey reportedly found.
Though 20 percent of all respondents said they didn’t want to see any luxury ads at all, Adweek reported that 40 percent of Gen Z respondents said they did want to see luxury brand ads.
“While turning off all advertising may be tempting to brands, our findings show us that this isn’t the best solution,” Ryan Fleisch, Adobe Advertising Cloud’s head of product marketing, told Adweek. “Pockets of opportunity still exist.”