Gen Z interest in brands reflecting its values| ��ƽ��

Percentage of consumers tending to buy brands that reflected their personal values worldwide as of October 2023, by generation

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Source

Release date

November 2023

More information

Region

Worldwide

Survey time period

September 28 to October 6, 2023

Number of respondents

24,220 respondents

Age group

16 years and older

Method of interview

Online survey

Supplementary notes

The source clarifies that respondents in India were 18 and older; 18 to 74 in Canada, Ireland, Israel, Malaysia, New Zealand, South Africa, Turkey, and the United States; 20 to 74 in Thailand; 21 to 74 in Indonesia and Singapore; and 16 to 74 in all other markets. The sample consisted of approximately 2 thousand respondents in Japan; 1 thousand each in Australia, Brazil, Canada, mainland China, France, Germany, Italy, New Zealand, Spain, the United Kingdom, and the U.S.; 500 each in Argentina, Belgium, Chile, Colombia, Hungary, Indonesia, Ireland, Malaysia, Mexico, the Netherlands, Peru, Poland, Singapore, South Africa, South Korea, Sweden, Thailand, and Turkey; and 2.2 thousand in India (where most were interviewed face-to-face). Respondents in Brazil, Chile, China, Colombia, Indonesia, Ireland, Malaysia, Mexico, New Zealand, Peru, Singapore, South Africa, Thailand, and Turkey were more urban, educated, and/or affluent than the general population in those economies.

The source does provide information about the percentage points missing to 100.

Citation formats

During a global 2023 survey, approximately ** percent of responding members of generation Z – people born between the late 1990s and early 2010s – aged 16 and above agreed that they tended to buy brands reflecting their personal values. Gen Xers – born between the end of the 1960s and the beginning of the1980s – recorded a similar share, at ** percent. Among Millennials – or Generation Y, the age group between Gen Z and Gen X – the share reached ** percent. According to the same study, Indonesia, China, and India were among the world's markets where most consumers preferred brands reflecting their values.