51% of Gen Z shop with brands that align with their own core values

Anne Freer | January 22, 2021


Generation Z shoppers are more likely to research a company to ensure its values aligns with their own compared to older counterparts.

A study by Forrester found that 51% of Gen Z (aged 18 to 23 years) will ensure that a brand’s corporate social responsibility aligns with their own before they make a purchase.

What emerges from the survey is that Gen Z is more distrustful (42%) of the average company than millennials (30%), Gen X (28%) or baby boomers (26%).

While in 2019 52% of Gen Z thought it was cool to be aligned with a brand on social media, only 46% thought the same in 2020.

What’s more, 44% of youngsters don’t trust the ads they see online and 56% agree that ads are a good way to learn about new products.

So how can brands gain the trust of this group?

By taking a stance on issues.

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