Like in years past, Gen Z strongly believes that brands have a responsibility to make the world a better place. Every year, YPulse asks Gen Z about the social issues they care most about, and while their priorities shift, their passion remains constant. This gen’s drive for change is rooted in personal experience and a growing awareness of the world’s challenges. YPulse’s Causes/ Charity & Activism report shows 96% of teens (13-17-year-olds) and 94% of young adults (18-24-year-olds) are passionate about at least one social cause. And social media plays a big part in this: 66% of 13-17-year-olds and 72% of 18-24-year-old say they learn about the issues they’re most passionate about from social media. This isn’t a gen that only cares from the sidelines though—they genuinely believe they can create change and expect it from the brands they support. YPulse data shows 89% of 13-17-year-olds and 92% of 18-24-year-olds say they’re capable of making an impact on social causes, whether through donating, raising awareness, or educating themselves. And...
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