About 75 per cent of Gen Z are more inclined to buy from brands that donate a portion of their sales to charity, and 70 per cent prioritise brands that show emotional intelligence in their advertising—both figures being the highest among all generational cohorts. Additionally, Gen Z donates the highest proportion of their salary (5 per cent) to charity compared to other generations, despite 57 per cent expressing extreme anxiety about their immediate financial future. Furthermore, 78 per cent of Gen Z prefer to purchase from brands that produce their products sustainably, as per the Dentsu’s 2024 Read the Room: Pursuing Happiness report.

Gen Z, born between 1997 and 2012, sees charitable donations and social activism as integral to their identities, linking brand identity to personal value systems. This generation seeks to support brands that actively contribute to societal good through authentic actions, not just words.

The report also notes that this trend extends beyond Gen Z. More than a quarter of Boomers now prefer to buy from brands exhibiting a strong sense of purpose. Consumers, across generations, are increasingly likely to abandon brands that fail to substantiate their sustainability and social initiatives with concrete evidence.

Fibre2Fashion News Desk (DP)