Gen Z’s passion for activism comes to the fore when making purchase decisions. in Australia, this cohort is willing to pay more for brands that try to have a positive impact on society (63%) or run their business in a sustainable way (57%), whilst 39% refuse to buy from non-sustainable brands.
This generation care about people as well as planet, with their main concerns including social inequality (37%), racism (35%) and the suppression and abuse of women (20%). 68% of Gen Z in Australia say that they value brands that care about their employees and 59% believe that brands should help people to live a better life.
In an effort to shape a better future for themselves and others, Gen Z in Australia are willing to collaborate with brands. They feel it is acceptable for social-media sites and brands to use personal data to develop better products and services (46%) and service consumers better (42%). Meanwhile, 41% are willing to exchange some personal data for free services, discounts, or goodies.
The role of brands is more versatile than ever: as life coaches, as drivers of change and innovation, and as a means for Gen Z to express themselves. More than ever, brands have to stand for something meaningful and put that into practice.
Ready the find out more about Gen Z in Australia? Read more about Gen Z’s attitude towards sustainability in our recent article for Eco Voice.