The Accountability Era: On the New Standards Gen Z Set for Brands to Be a Positive Force for Change - Ms. Magazine

"The recent report by DoSomething, 'What Gen Z Wants: Brands & Social Impact,' revealed a gap in how accountable young consumers believe brands have been in recent years. Of the nearly 1,200 young people surveyed, only 15 percent agreed that brands are meeting their social responsibility expectations, highlighting a stark disconnect between perception and reality."

"Gen Z is the first generation to learn about everything as it happened, which has shaped their social awareness. This direct exposure to movements like #MeToo and #BlackLivesMatter has defined their values and expectations from brands and society."

Read at Ms. Magazine