Generation Z is the second youngest generation currently, with all members falling between the ages of 10 and 22 years old. This generation is one of the most diverse generations so far, with 48% being non-white and 20% identifying as LGBTQ+, both of these being significantly higher percentages than past generations. Seeing how diverse this generation is, most Gen Zers choose to support brands that show support for diversity and align with their morals and ideas.
Gen Zers prefer products that promote inclusivity, ethical business practices, and that align with their own principles. If they research products and find that they are produced by brands that are racist, homophobic, or are otherwsise involved in scandals, they will often stop buying these products and spread the word. With Gen Z being so involved with social media, news can spread quickly about either the good or bad practices of a business and can drastically change how successful that company can be.
When businesses can show that they are sustainable, ethical, and are clear of any scandals, it is more likely that Gen Z will buy their products. Gen Z researches products before they buy them more than any other generation, meaning if there is a scandal, it will be uncovered. To learn more about Gen Z brand preferences and how they buy based on values, take a look at the infographic below: