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 among 1,002 consumers (400 Gen Z, 201 Gen Y, 202 Gen X and 199 baby boomers) – highlights what this generation expects from brands.
Gen Z is an activistic generation and they expect the same from brands, with 58% of them wanting brands to challenge social issues. To make their voices heard, South African Gen Zers vote with their wallet: they are willing to pay more for brands that try to have a positive impact on society (82%), treat employees and suppliers fairly (82%), run their business sustainably (78%), use inclusive practices (77%), and support them in their life goals (71%). Growing up against the backdrop of social upheaval, this generation is all about empowering the female and black communities. In fact, they are willing to pay more for brands that are black-owned (55%) or female-owned (48%). Sustainability is also high on their agenda. 51% believes that brands that don’t communicate about sustainability are not sustainable, showing this generation’s call for radical transparency. 66% even refuses to buy from non-sustainable brands.
Gen Z’s expectations towards brands go beyond sustainability efforts. When considering a purchase, they pay attention to personalization & co-creation, (56%) but they do realize this comes at a cost: 89% is willing to pay for personalized experiences with their data. Humour is also important to this generation, with 61% willing to pay more for brands that have a sense of humour and playfulness.
So, what does this mean for brands? Brands can win Gen Z’s heart by showing they understand what this generation care about, by providing a personalized playful experience, whilst pursuing social and environmental impact.
Want to explore how your brand can connect with this woke consumer? Discover what our Gen Z research toolbox and expert power can do for your brand!
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