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- More than half (51%) of Gen Z respondents aged 18 to 23 years will always research a company to ensure it aligns with their position on corporate social responsibility before making a purchase, according to a Forrester study emailed to Marketing Dive.
- The percentage of that same age cohort that said it's "cool" to be associated with a brand on social media fell to 46% in 2020 from 52% in 2019, Forrester found. In a separate survey, 44% of 12- to 17-year-olds said they don't trust ads they see online, while 56% agree that ads are a good way to learn about new products.
- The Forrester report details how to reconcile Gen Z's conflicting messages for brands as companies seek to engage with a generation that has an estimated buying power of $143 billion in the U.S.
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