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Gen Z on activism, consumerism and emojis

Let’s talk about generation Z – those born between 1997 and 2012, who are intrinsically connected to the internet and an always-on culture. They don’t know what it’s like to live without a smartphone, WiFi or social networks – and their perception of brands, and how brands should behave (this in itself is an anomaly) is different to previous generations.

We know that members of this post-millennial generation are ferocious and passionate, we know that they care deeply about social responsibility and sustainability, and that they pay hardly any attention to TV and print media – but we wanted to find out more.

So we ran a global survey, we asked 300 millennial and gen Z respondents a whole host of open-ended questions about sustainability, ethics, what and how they buy, what they would never buy on principle, personal brand identity and even emojis, and the results are in.

Fill in your details to access the report.