Stat: Generation Z research brands before buying

Generation Z consumers are increasingly led by their values when it comes to engaging with brands.

A study by Forrester reveals that over half (51%) of Gen Z aged 18–23 will always research a company to make sure it aligns with their views on corporate social responsibility (CSR) before making a purchase. Meanwhile, reflecting shifting attitudes towards brand alignment, the percentage of Gen Z who said that 'it’s cool to be associated with a brand on social media' fell to 46% in 2020, from 52% in 2019.

The study also describes this generation as ‘truth barometers', reporting that 54% of teenagers have moved away from a brand because of its ethics. Forrester highlights that, while Gen Z expect brands to take a stance on issues, organisations can risk being seen as ‘performative’ by this generation.

While young consumers are especially conscious of CSR initiatives, a wave of Post-purpose Brands are pushing back against tokenistic efforts to focus instead on long-term betterment.