Gen Z expects brands to take a stand on issues, and not through a carefully curated statement. In our Causes/Charity & Activism Topline, we found that 82% of 13-17-year-olds sometimes or always buy products from brands that support the causes they believe in. But they can’t just take a side at random. For an example of what not to do, just watch Pepsi’s notorious advertising fail. One CEO explains, “They have to be dynamic and understand they’re talking to multiple generations of people.” (Adweek)
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