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Generation Z Shoppers 'Demand Proof' About Brand Honesty, Study Finds

Published on Jun 19 2019 8:19 AM in A-Brands tagged: Featured Post / Consumer Goods Forum / Millennials / Paywall / Generation Z / Futerra / Shopper Habits

Generation Z Shoppers 'Demand Proof' About Brand Honesty, Study Finds

Generation Z shoppers, namely those born from the mid-1990s onwards, are more likely to demand proof of sincerity from brands, as well as ‘radical transparency’ on social and environmental issues, a new study has found.

The study, by creative and sustainability agency Futerra, alongside the Consumer Goods Forum, asked both Generation Z and millennial respondents in the US, the UK, South Africa and India as to whether they believed that brands are honest about a number of common claims.

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