Not Waiting for the World to Change Trend Report

An in-depth look at a major shift being fueled by Gen Z and Millennials, and what it means for brands.

As 2020 roars on, young people are continuing to take to the streets and to social media to protest for the causes that they believe in. One clear reason is COVID-19, which has exposed inequalities to young generations in a new way, while giving them more time at home to focus on serious issues and spread the word online about injustice. But our data shows that young people are being motivated for other reasons as well. In this historic year, young people have been activating to stand up for their beliefs, and their political views are being reshaped in the lead up to a divisive election. For brands, understanding what issues most matter to them now—and how they want you involved—has become essential.

This report explores these generations’ political outlooks, their involvement in activism, what they expect from the brands they support, and more key insights on what issues are driving their votes and their purchases at this vital time.

Download the full report for insights on:

  • The factors that have helped spark Gen Z and Millennials increased activism
  • Gen Z’s unique approach to activism, and how these generations have changed protesting
  • The role that brands can play in supporting causes, and the shift how young people want them to speak to important issues
  • What cancel culture means for brands
  • Young people’s plans for the 2020 election, and what brands should know about talking politics
  • How the pandemic and Black Lives Matter movement have impacted these generations, and their votes


Report length: 38 pages

Based on a survey of 1000 13-39-year-olds in the U.S., fielded August 2020

Additional survey content for Pro users: Where young people get news and information about politics, Gen Z and Millennials views on their own generations, specifics on these generations’ involvement in activism, what causes and political efforts young people support and oppose

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