Trend Report: From Causes to Crisis

Gen Z and Millennial research, trends, and insights

In today’s post-woke world, Gen Z & Millennials expect brands to be right by their side in making the world a better place: more than seven in ten 13-35-year-olds say brands have just as much responsibility as people to get involved with social causes, and even more say that buying products from brands that supports the causes they support makes them feel better about spending money. This movement has gained momentum over the past year, and while some brands have hit the mark, others have found themselves in the crosshairs of social media outrage due to affiliations with unpopular (or “un-woke”) stances. This trend navigates this new and tricky landscape of brand activism—from causes to crisis.

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