Focusing on improving ESG can help companies win over Gen Z. With Gen Z being the target consumer today, experts are emphasizing that it is vital that brands recognize how to improve “environmental, social, and governance principles” to maintain an authentic image that this gen will want to get behind. The Senior Director of Research, and Integration/People Development at Human8 firmly believes that solidifying a reliable reputation “starts with vulnerability” at a company; having open dialogue with both employees and consumers can earn the respect that companies seek to gain from Gen Z. Additionally, constantly working to represent marginalized groups and improve sustainability are the keys to unlocking younger audience support. YPulse’s Causes / Charity & Activism report tells brands exactly what social causes young consumers care most about, and how they think brands can, and should, be involved. (Retail Touch Points)
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