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.
