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.

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