Gen Z is an activist generation which translates into their expectations towards brands. But what exactly do they want from brands? Is a focus on sustainability enough to satisfy this woke generation, or do they expect more?

The following infographic – using data from proprietary quantitative research amongst 9,109 consumers (3,558 Gen Z, 2,086 Gen Y, 1,951 Gen X and 1,514 Baby boomers) in 8 Asian markets (China, Hong Kong, Indonesia, Philippines, Singapore, South Korea, Taiwan, Thailand) – highlights what this generation expect from brands.

Gen Z is an activist generation and they expect the same from brands with 55% of them wanting brands to challenge social issues. To make their voices heard, Asian Gen Zers vote with their wallet: they are willing to pay more for brands that try to have a positive impact on society (75%), are more human-centric/care for their customers’ well-being (74%), use inclusive practices (53%), offer financial security (70%), and run their business sustainably (69%). Sustainability is also high on their agenda. 53% believe that brands who don’t communicate about sustainability are not sustainable, showing this generation’s call for radical transparency. 50% even refuse to buy from non-sustainable brands.

Gen Z’s expectations towards brands go beyond sustainability efforts. 59% is willing to pay more for brands that have a sense of humour and playfulness. When considering a purchase, they pay attention to personalization & co-creation (63%) but realize this comes at a cost. As such, 89% is willing to pay for personalized experiences with their data.

So, what does this mean for brands? Brands can win Gen Z’s heart by showing they understand what this generation care about, providing a personalized playful experience, whilst pursuing social and environmental impact.