Digital natives stereotypes

High streets up and down the country have seen a steadily declining footfall as many Britons choose the convenience of online shopping. However, the latest figures show that Generation Z – the true digital natives – may actually be the generation to save shopping on the high street.

New research – carried out by YouGov on behalf of Zendesk – suggests that despite the commonly held view that young people are shunning brick and mortar stores, almost four in 10 (39%) Gen Zs shopping with legacy brands would go into a store to speak to staff in person.

Yet, while the stereotype may be that 55+ year olds would prefer to go into a store, email is in fact chosen by a majority (57%) as a method of communication with the more established brands). A traditional phone call is also a popular (43%) choice compared to Gen Zs (29%).

Aston spoke to Daniel Bailey, Vice President of North West Europe at Zendesk to discuss the new report and why the High Street isn’t dead, it’s just changing.