Millennials are especially likely to boycott brands that don’t align with their beliefs. An international survey from Edelman found 57% of consumers would either buy from a brand that aligned with their socio-political standing or, equally, boycott one that didn’t. Millennials were more likely than any other generation, including Gen Z, to be “belief-driven buyers.” (Ypulse also found politics/ social inequality/ justice was a top ten passion for Millennials, but not for Gen Z.) (Bandt)
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