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Gen Z on activism, consumerism and emojis

Let’s talk about generation Z – those born between 1997 and 2012.

The headlines of the old ‘millennial vs gen Z’ debate tend to focus on this new generation not knowing what it’s like to live without a smartphone, WiFi or social networks, but more interestingly is gen Z’s perceptions of brands, and how they think brands should behave which differentiates them from previous generations.

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

So we ran a global survey seeking to discover millennial insights and gen Z insights.  We asked 300 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, and unlock the secrets of engaging with this new generation of consumers.