Gen Z is an activist generation which translates into their expectations towards brands. But what exactly do they want from brands? Is a focus on sustainability enough to satisfy this woke generation, or do they expect more? The following infographic – using data from proprietary quantitative research with 6.584 consumers (Gen Z, Gen Y, Gen X, BB) from six European markets (Belgium, France, Germany, Sweden, the Netherlands, the UK) – highlights what this generation expect from brands.

Gen Z is an activistic generation and they expect the same from brands with 45% of them wanting brands to challenge social issues. To make their voices heard, European Gen Zers vote with their wallet: they are willing to pay more for brands that treat employees and suppliers fairly (58%), try to have a positive impact on society (57%), run their business sustainably (54%), and use inclusive practices (53%). Growing up against the backdrop of social upheaval, this generation is all about empowering the female and black community. In fact, they are willing to pay more for brands that are female-owned (36%) or black-owned (32%). Sustainability is also high on their agenda. 40% believe that brands who don’t communicate about sustainability are not sustainable, showing this generation’s call for radical transparency. 38% even refuse to buy from non-sustainable brands.

Gen Z’s expectations towards brands go beyond sustainability efforts. When considering a purchase, they pay attention to personalization & co-creation (39%) but realize this comes at a cost. As such, 45% is willing to pay for personalized experiences with their data.

So, what does this mean for brands? Brands can win Gen Z’s heart by showing they understand what this generation care about, providing a personalized playful experience, whilst pursuing social and environmental impact.