It can seem more and more that consumers are divided on political, social and cultural stances from brands. But for Gen Z, there is no question—they expect brands to take a stand. They also expect brands to have personas, and welcome cheeky, snarky or “bestie” voices from companies.
However, as always, Gen Z is sensitive to inauthentic statements about purpose. Gen Z wants to see brands active in social causes and being more sustainable. The companies that can align their business and marketing with Gen Z values stand to retain a loyal group of consumers.