{"id":16119,"date":"2022-02-08T20:20:00","date_gmt":"2022-02-08T20:20:00","guid":{"rendered":"https:\/\/leger360.com\/le-jeune-consommateur-exigeant-et-efficace\/"},"modified":"2024-02-09T09:52:25","modified_gmt":"2024-02-09T09:52:25","slug":"le-jeune-consommateur-exigeant-et-efficace","status":"publish","type":"post","link":"https:\/\/leger360.com\/fr\/le-jeune-consommateur-exigeant-et-efficace\/","title":{"rendered":"Le jeune consommateur : exigeant et efficace"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Avoir des valeurs, des pr\u00e9occupations et des attentes diff\u00e9rentes des autres g\u00e9n\u00e9rations implique ne pas entrevoir la consommation de la m\u00eame fa\u00e7on que les g\u00e9n\u00e9rations pr\u00e9c\u00e9dentes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les jeunes g\u00e9n\u00e9rations, malgr\u00e9 un pouvoir d\u2019achat moins \u00e9lev\u00e9, consomment beaucoup. Ils esp\u00e8rent, plus que les autres g\u00e9n\u00e9rations, int\u00e9grer leurs principes \u00e9thiques \u00e0 leur consommation de tous les jours. Pour eux, tout est politique, y compris ce qu\u2019ils consomment. Cela n\u2019emp\u00eache pas que d\u2019autres facteurs entrent en jeu, comme le prix d\u2019un bien ou d\u2019un service. La troisi\u00e8me section de l\u2019\u00e9tude Jeunesse analyse ce qui diff\u00e9rencie le comportement du jeune consommateur de celui des autres g\u00e9n\u00e9rations.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-efficacit\">Efficacit\u00e9<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">D\u2019abord, les jeunes consommateurs souhaitent de l\u2019efficacit\u00e9 \u00e0 l\u2019achat. Si des barri\u00e8res se posent devant eux, ils trouveront des alternatives relativement facilement. Que ce soit pour des achats en ligne ou en magasin, ce crit\u00e8re demeure, quoique ce n\u2019est \u00e9videmment pas la m\u00eame efficacit\u00e9 qui est recherch\u00e9e dans les deux cas. En magasin, les jeunes voudront s\u2019assurer que leur exp\u00e9rience d\u2019achat soit agr\u00e9able, sans interaction sociale inutile, et que le produit achet\u00e9 convienne parfaitement \u00e0 leurs besoins. En ligne, on peut croire que l\u2019efficacit\u00e9 recherch\u00e9e concerne d\u2019abord le temps et la disponibilit\u00e9, comme le montre le tableau ci-dessous.<\/p>\n\n\n\n<h6 class=\"wp-block-heading\"><em>Veuillez cliquer sur chaque image ci-dessous pour voir une version plus grande.<\/em><\/h6>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Consommation_1_FR.jpg\"><img decoding=\"async\" src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Consommation_1_FR-1024x576.jpg\" alt=\"Consommation - achat en ligne\" class=\"wp-image-34075\"\/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Consommation_2_FR.jpg\"><img decoding=\"async\" src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Consommation_2_FR-1024x576.jpg\" alt=\"Consommation - achat en magasin\" class=\"wp-image-34081\"\/><\/a><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Toute organisation doit leur faire comprendre que consommer chez eux, c&rsquo;est simple et efficace. S&rsquo;il y a trop d\u2019interactions ou de barri\u00e8res inutiles et un temps d&rsquo;attente trop long, ils trouveront des alternatives.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Des consommateurs plus inform\u00e9s, donc plus exigeants<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ce n\u2019est pas un secret\u00a0: la r\u00e9putation d\u2019un produit de consommation ou d\u2019un service d\u00e9pend de plus en plus de la r\u00e9troaction de certains consommateurs. L\u2019\u00e9mergence de services en ligne permettant de critiquer ou louanger un produit, notamment <em>Google Review<\/em>, fait en sorte que les organisations ont perdu un certain contr\u00f4le sur leur environnement ext\u00e9rieur. Les commentaires laiss\u00e9s par d\u2019autres acheteurs (<strong>41%<\/strong>) sont d\u2019ailleurs la principale r\u00e9f\u00e9rence des jeunes Z et mill\u00e9niaux quand viennent le temps de faire un achat important. Or, nous pouvons deviner que cela est le cas pour des achats consid\u00e9r\u00e9s \u00ab\u00a0mineurs\u00a0\u00bb. Leurs parents et leurs amis, comme le montre le tableau ci-dessous, semblent les guider diff\u00e9remment dans leurs d\u00e9cisions d\u2019achat, particuli\u00e8rement pour les d\u00e9penses substantielles, comme l\u2019achat d\u2019une maison et d\u2019une voiture.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Consommation_3_FR-1024x576.jpg\" alt=\"Au moment de faire un achat important, vers qui vous r\u00e9f\u00e9rez-vous?\" class=\"wp-image-34079\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">L\u2019\u00e9thique exigeante des jeunes consommateurs<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Comme mentionn\u00e9 plus haut, les g\u00e9n\u00e9rations Z et Y veulent int\u00e9grer une \u00e9thique \u00e0 leur consommation. Mieux inform\u00e9s et plus habiles \u00e0 d\u00e9celer les probl\u00e8mes \u00e9thiques d\u2019une entreprise, ils n\u2019h\u00e9siteront \u00e0 s\u2019exprimer et boycotter certaines marques ou produits en raison de controverses qui seraient en contradiction avec leurs valeurs environnementales et sociales. Les r\u00e9sultats de l\u2019\u00e9tude Jeunesse \u00e0 ce sujet sont r\u00e9v\u00e9lateurs. Ce sont <strong>46% <\/strong>des jeunes consommateurs \u00e2g\u00e9s entre 15 et 39 ans qui ont affirm\u00e9 avoir diminu\u00e9 leur consommation de <em>fast-fashion<\/em> dans la derni\u00e8re ann\u00e9e, et <strong>35%<\/strong> \u00e0 avoir diminu\u00e9 leur consommation de viande. De plus, 24% d\u2019entre eux ont boycott\u00e9 une marque en raison d\u2019all\u00e9gations de sexisme ou de racisme, et <strong>23%<\/strong> en raison de son empreinte environnementale. Imaginez une organisation qui, apr\u00e8s des all\u00e9gations graves, se verrait oublier par le quart d\u2019une g\u00e9n\u00e9ration!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Consommation_4_FR-1024x576.jpg\" alt=\"Au cours de la derni\u00e8re ann\u00e9e, avez-vous adopt\u00e9 ces comportements suivants?\" class=\"wp-image-34077\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ces jeunes consommateurs semblent \u00eatre en train de red\u00e9finir certains secteurs d\u2019activit\u00e9. Au fur et \u00e0 mesure que leur pouvoir d\u2019achat augmentera, ces jeunes consommateurs pousseront les organisations \u00e0 rehausser leur \u00e9thique environnementale et sociale. Fid\u00e9liser les jeunes g\u00e9n\u00e9rations est la cl\u00e9 pour toute organisation souhaitant p\u00e9renniser son avenir.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">\u00c0 propos de l&rsquo;\u00e9tude Jeunesse<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019\u00e9tude Jeunesse imagin\u00e9e par L\u00e9ger en est d\u00e9j\u00e0 \u00e0 sa 4<sup>e<\/sup> \u00e9dition. Jeunesse, qui \u00e9tudie deux jeunes g\u00e9n\u00e9rations, soit les mill\u00e9niaux, \u00e2g\u00e9s de 26 \u00e0 40 ans, et les membres de la g\u00e9n\u00e9ration Z, \u00e2g\u00e9s de 13 \u00e0 25 ans, nous permet d\u2019analyser en profondeur les comportements et les valeurs des jeunes \u00e0 l\u2019aube de l\u2019ann\u00e9e 2022. Cette \u00e9dition tente de r\u00e9pondre \u00e0 la question : \u00eatre un jeune en 2022, \u00e7a veut dire quoi? Pour ce faire, nous avons analys\u00e9 ce que veut dire \u00eatre un jeune citoyen, un jeune travailleur et un jeune consommateur en 2022.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-lisez-nos-autres-articles\">LISEZ NOS AUTRES ARTICLES<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/leger360.com\/fr\/blogues\/les-milleniaux-et-la-generation-z-craignent-lavenir\/\">Les mill\u00e9niaux et la g\u00e9n\u00e9ration Z craignent l\u2019avenir<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/leger360.com\/fr\/blogues\/les-milleniaux-la-generation-z-et-la-penurie-de-main-d-oeuvre-la-flexibilite-est-le-cle\/\">Les mill\u00e9niaux, la g\u00e9n\u00e9ration Z et la p\u00e9nurie de main-d\u2019\u0153uvre\u00a0: la flexibilit\u00e9 est la cl\u00e9<\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">T\u00c9L\u00c9CHARGEZ LE RAPPORT GRATUIT EN REMPLISSANT LE FORMULAIRE CI-DESSOUS.\u00a0<\/h3>\n\n\n\n<h6 class=\"wp-block-heading\">Les champs marqu\u00e9s * sont requis. Veillez \u00e0 d\u00e9sactiver votre bloqueur de publicit\u00e9s avant de t\u00e9l\u00e9charger le rapport afin de le consulter avec succ\u00e8s.<\/h6>\n\n\n","protected":false},"excerpt":{"rendered":"<p>Avoir des valeurs, des pr\u00e9occupations et des attentes diff\u00e9rentes des autres g\u00e9n\u00e9rations implique ne pas entrevoir la consommation de la m\u00eame fa\u00e7on que les g\u00e9n\u00e9rations pr\u00e9c\u00e9dentes. Les jeunes g\u00e9n\u00e9rations, malgr\u00e9 un pouvoir d\u2019achat moins \u00e9lev\u00e9, consomment beaucoup. Ils esp\u00e8rent, plus que les autres g\u00e9n\u00e9rations, int\u00e9grer leurs principes \u00e9thiques \u00e0 leur consommation de tous les jours. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":10726,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[876],"tags":[63],"post_language_cat":[39],"class_list":["post-16119","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expertise-de-marche","tag-jeunesse","post_language_cat-fr-market-intelligence"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Le jeune consommateur : exigeant et efficace - Leger<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leger360.com\/fr\/le-jeune-consommateur-exigeant-et-efficace\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le jeune consommateur : exigeant et efficace\" \/>\n<meta property=\"og:description\" content=\"Avoir des valeurs, des pr\u00e9occupations et des attentes diff\u00e9rentes des autres g\u00e9n\u00e9rations implique ne pas entrevoir la consommation de la m\u00eame fa\u00e7on que les g\u00e9n\u00e9rations pr\u00e9c\u00e9dentes. Les jeunes g\u00e9n\u00e9rations, malgr\u00e9 un pouvoir d\u2019achat moins \u00e9lev\u00e9, consomment beaucoup. Ils esp\u00e8rent, plus que les autres g\u00e9n\u00e9rations, int\u00e9grer leurs principes \u00e9thiques \u00e0 leur consommation de tous les jours. 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