Subscribe Login
DE4CC0DE-5FC3-4494-BCBF-4D50B00366B5
A-Brands

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.

Honest Information

PLEASE SUBSCRIBE OR SIGN IN TO CONTINUE READING

30 Day Free Trial

Try European Supermarket Magazine Premium

Enjoy full access to European Supermarket Magazine, our weekly
email news digest, access to all website and app content, and the latest digital
magazine for a full 30 days.

  • - Payment details required during trial sign up.
  • - You may cancel at any time up to the end of the 30-day trial period.
  • - If you continue after the trial perion, then the annual rate of €109+VAT will be debited.

Stay Connected With Our Weekly Newsletter

Processing your request...

Thanks! please check your email to confirm your subscription.

By signing up you are agreeing to our Terms & Conditions and Privacy Policy
Enjoy unlimited digital access for 30 days
Get exclusive access to the latest grocery retail & FMCG news, interviews with industry leading executives, and expert analysis on the trends shaping the sector today
Enjoy unlimited digital access for 30 days
Enjoy unlimited digital access for 30 days
Get exclusive access to the latest grocery retail & FMCG news, interviews with industry leading executives, and expert analysis on the trends shaping the sector today
Enjoy unlimited digital access for 30 days