Report: Gen Z wants companies to take a stand, but risks loom large
A new study suggests brand managers should be judicious about weighing in on hot topics. Consumers want brands to align with their values—yet might abandon those that misstep.
Consumers want their favorite brands to align with their strongest values.
Younger audiences, especially, want companies to take a lead on thorny political issues and stand up for their causes in the public sphere. They also prefer a strong stance to no stance at all.
However, there is a risk for marketers looking to align their organizations with controversial cultural movements—and for some brand managers, the risk warrants careful calculation.
A new study from WP Engine looks specifically at Generation Z consumers and how brands can reach them with cause marketing. The results show conclusively that the tactic can have a major upside, with 69 percent of Gen Z indicating they would be more likely to buy from a company that contributes to social causes.
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Tags: Generation Z
