New Report from Wunderman Thompson profiles Generation Z

To better understand generation Z’s attitudes and outlooks in the wake of the COVID-19 pandemic, the report analyzes original data commissioned by Wunderman Thompson Data, collected from 1,000 16-24 year-olds across the United States from October 16-26, 2020. Key findings include:

  • 85% of gen Zers believe brands should be about something more than profit
  • 60% agree that their choice in brands is an expression of who they are
  • 73% want a brand that understands them
  • 77% don’t want to be put in a box
  • 70% would rather do something meaningful than make a lot of money
  • 83% have a newfound appreciation for in-person interactions as a result of the pandemic
  • 65% consider themselves to be savers rather than spenders
  • 75% believe that their generation will change the world


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