A study surveyed 2,058 Gen Z consumers in the US.
The survey by BBMG and GlobeScan highlighted that Gen Z consumers distrust businesses to act in the society’s best interests. They are thrice as likely to hold an opinion that the purpose of a business is to “serve communities and society.”
Gen Z consumers are twice as likely to care about equality issues as compared to other generations. 43% of these consumers are more likely to say that they can make an impact on issues through their online efforts. Of the other generations, only 30% people would state the same.
The survey found that these consumers would trust companies to be acting in society’s best interest is when it’s evident by a company’s and its employee’s actions.
[4 minute read]