A MullenLowe study shows that US millennials are optimistic about brand values and activism, but Gen Z does not share this view.
Gen Z is more likely to engage in civil activism than millennials. But, the study shows that millennials are more likely to feel optimistic about brand values than Gen Z.
Around 50% of millennials - among the 1000 Americans surveyed - agreed that brand values play a more critical role than prices in influencing purchase decisions. In contrast, around 43% of Gen Z consumers agreed with that.
Millennials are also more optimistic about the role brands play in society overall, while Gen Z does not place much faith in brands. According to millennials, the most effective way to punish a brand is to directly hurt their bottom line - either by asking their friends and family to stop buying from the brand or start buying from a competitor.
[2 minute read]