The top causes that these generations care about naturally shift over time–what are they today, and what do brands need to know about their involvement? TL;DR Two years into the pandemic, Gen Z and Millennials are shifting their focus from COVID-specific causes to ones of greater inequity Racism has become the top social cause / issue that young people are passionate about in North America But mental health help / care is the top cause young consumers want brands to be more involved in In the last few years, young consumers have become more activated than ever as the pandemic put a spotlight on long-standing social issues impacting their generations. Of course, the pandemic itself also became a cause that mattered to them, with YPulse finding that COVID-19 was the top social cause that young people cared about in 2021. But as we enter a new phase of the crisis and their views begin to shift (see: YPulse’s The In-Between trend research) are the causes they’re most passionate about...
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