What is Gen Z’s take on the future? Are they optimistic or pessimistic? What global issues are keeping them up at night? How do they look at gender diversity and how will they tackle injustice?

The following infographic, using data from proprietary quantitative research amongst 1,072 consumers (Gen Z, Gen Y, Gen X, BB) in the US,  highlights how this generation will contribute to a more sustainable future and what this means for brands.

Infographic summary

52% of Gen Z in the US feel uncertain about the future. The global issues that Gen Z would like to tackle are racism (48%), poverty (32%), the economic crisis (29%), global warming & climate change (28%), health problems and virus outbreaks (26%), suppression and abuse of women (21%), LGBTQI+ rights (18%), and terrorism (18%). Breaking gender stereotypes is another theme that is significantly more present in the daily lives of Gen Z. 54% believe there are still too many gender stereotypes, 49% recognize that gender identity can change over time, and 48% know someone who prefers to be addressed with gender neutral pronouns.

Social media makes it easy for Gen Z to use the collective power of their clicks to fight injustice. In fact, 29% follow accounts about social justice on social media, 26% voice their opinion about social issues on social media, and 15% participate in (online) protests.

So, what does this mean for brands? Gen Z challenges brands to demonstrate their ongoing social impact. Brands that try to jump on the bandwagon with one-off actions, risk being called out for green-washing or rainbow washing.