Business values and ethics influence brand affinity among Gen Z

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 11, 2019, 4:26 PM UTC

Surplus brand affinity among GenZ was narrowed to organisational ethics.

According to a 2019 AFFDEX report from UNiDAYS while affinity surplus for some brands was universal, with Nike, Netflix and Instagram being popular with Gen Z. But, brand affinity for Gen Z, came down to prioritisation of long-established brands with trust and recommendations from friends.

While Gen Z has a strongly-held affinity for certain long-established brands, but the relationship is also determined by complex ideas such as brand trust. Alex Gallagher, chief strategy officer at UNiDAYS said, “it’s important to note that ethical concerns are still important to this generation.”

This piece says that Gen Z are complicated consumers, with their buying behaviours being shaped and crystalised, even as their purchasing power is increasing. This shift in power could mean billions of dollars at stake for brands who are not aligning their values with the younger generation.

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