Adult Gen Z consumers are more inclined to alter buying habits when brands shift their support for social causes Survey respondents were asked to complete the following statements by selecting the options (all that apply) they considered true.
Source: Ad Age-Harris Poll. Credit: Infographic by Ad Age.
did not align with my personal beliefs.
contradicted or reversed other DEI efforts made by the brand.
did not seem genuine.
none of these.
60%
40%
20%
26%
19%
19%
49%
27%
40%
32%
27%
24%
21%
18%
50%
24%
14%
19%
52%
29%
9%
12%
61%
Total
Adult Gen Z
Millennials
Gen X
Baby Boomers
I have stopped using or purchasing from a brand(s) because its approach to DEI ...
I have stopped using or purchasing from a brand(s) because its approach to green initiatives (e.g., sustainability, conservation) ...
Source: Ad Age-Harris Poll. Credit: Infographic by Ad Age.
Total
Adult Gen Z
Millennials
Gen X
Baby Boomers
60%
40%
20%
22%
19%
19%
50%
20%
34%
34%
29%
20%
22%
17%
51%
21%
14%
17%
56%
24%
12%
12%
58%
I have stopped using or purchasing from a brand(s) because its approach to prioritizing social causes in its business practices (e.g., internal operations, product or service offerings) ...
Source: Ad Age-Harris Poll. Credit: Infographic by Ad Age.
Total
Adult Gen Z
Millennials
Gen X
Baby Boomers
60%
40%
20%
24%
21%
16%
48%
26%
40%
25%
28%
18%
22%
22%
47%
23%
18%
12%
53%
28%
12%
12%
58%
did not align with my personal beliefs.
contradicted or reversed other sustainability efforts made by the brand.
did not seem genuine.
none of these.
did not align with my personal beliefs.
contradicted or reversed other efforts it made to prioritize social causes in its business practices.
did not seem genuine.
none of these.