The new generation of connected consumers expects sustainable action, not just words
[ 02.01.2019 ]
But it’s difficult to say categorically quite how engaged the general populace is with social and environmental issues, and to what extent they judge brands based on their commitment to them. A recent YouGov survey, for example, found that 42% of British people favour brands that are willing to get involved in social issues. That, of course, leaves 58% who either aren’t concerned or have no opinion on the issue.
But while it’s impossible to judge consumers as a whole, a powerful new group of young people – Gen Z – is making clear how it feels about sustainability issues.
One recent survey found that 60% of Gen Z (those born after 2000) support brands that take a stand on issues they believe in regarding human rights, race and sexual orientation. More than 50% say that knowing a brand is socially conscious influences their purchasing decisions and 67% believe they should be true to their values and beliefs.ly, consumer awareness and concern about sustainability issues really has hit the mainstream and brands are responding? Certainly, the BBC Blue Planet series had a big sustainability awareness impact – elevating ocean plastic (previously a relatively obscure environmental issue) to such a level of popular outrage that government and business worldwide has spent the last year scrambling to reduce the amount of plastic being used and discarded.
http://www.ethicalcorp.com/marketers-beware-gen-z-wants-action-not-flashy-campaigns
But while it’s impossible to judge consumers as a whole, a powerful new group of young people – Gen Z – is making clear how it feels about sustainability issues.
One recent survey found that 60% of Gen Z (those born after 2000) support brands that take a stand on issues they believe in regarding human rights, race and sexual orientation. More than 50% say that knowing a brand is socially conscious influences their purchasing decisions and 67% believe they should be true to their values and beliefs.ly, consumer awareness and concern about sustainability issues really has hit the mainstream and brands are responding? Certainly, the BBC Blue Planet series had a big sustainability awareness impact – elevating ocean plastic (previously a relatively obscure environmental issue) to such a level of popular outrage that government and business worldwide has spent the last year scrambling to reduce the amount of plastic being used and discarded.
http://www.ethicalcorp.com/marketers-beware-gen-z-wants-action-not-flashy-campaigns