Though many consumers surveyed by FTI said they are open to personalization, the survey findings also suggest that consumers’ interest in doing so varies from generation to generation.
While less than half (46%) of Baby Boomers want to receive tailored product recommendations, 72% of Gen Z respondents said they would switch retailers for a more personalized experience. Meanwhile, more than half (51%) of respondents said they are worried about product recommendations based on race and gender.
