UK and Ireland’s Gen Z values brands that have a purpose beyond profit, with 90% expressing concern about social issues. 75% are more likely to buy from brands that donate to charity, and 70% prioritize brands that show emotional intelligence in advertising. Gen Z also donates the highest proportion of their salary to charity compared to other generations, despite financial worries. 78% prefer to purchase from brands that produce sustainably. These findings are from Dentsu’s latest national consumer report, indicating that Gen Z is socially conscious and expects brands to align with their values.
Gen Z, born between 1997 and 2012, values charitable donations and social activism, aligning brand identity with personal values. They support brands that demonstrate genuine commitment to societal good.
The report highlights that the trend of preferring brands with a strong sense of purpose is not limited to Gen Z, as over a quarter of Boomers also prefer such brands. Consumers of all generations are more likely to boycott brands that lack evidence of sustainability and social initiatives.
