Gen Z consumers don’t believe that businesses can be trusted to act in society’s best interests

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 31, 2019, 7:03 AM UTC

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.

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