Social Activism: Millennials and Gen Z Don’t See Eye to Eye

05 September 2021


The intersection of marketing and social activism is a precarious place that brands can find themselves. The pressure to wade into social issues is amplified by Millennials’ and Gen Z’s collective expectations that brands share a POV, and that their corporate values play an outsized role in these consumers’ purchase decisions. However, while Millennials are highly optimistic about brands’ abilities to positively impact society, Gen Z bring a healthy streak of ambivalence about brands’ involvement in social issues. The result: brands must tread carefully when joining conversations about social activism, while maintaining a clear understanding of how their most valuable consumers will perceive them. 

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