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This is the generation that, largely, grew up not remembering the September 11, 2001 terrorist attacks —so they don’t know what the world was like before that; they’ve seen a lot of world conflict and may have a better understanding of suffering in the world than previous generations. So, count on them researching your business before they shop to figure out what you’re all about. But that’s just one of many characteristics that set these consumers apart.  

They want you to show that you care—about the world.

Generation Z doesn’t want to be sold to—they want to be connected with and in a way that shows you support good in the world. A 2019 Porter Novelli/Cone study found “90 percent believe companies must act to help social and environmental issues,” and “75 percent will do research to see if a company is being honest when it takes a stand on issues.” 

To them, value reflects more than what’s on a price tag. They’re more likely to purchase a product or service that’s backed by social accountability. According to a study by Ad Age, 33 percent “have stopped buying from a company that contributes to a cause with which they disagree.” This leads them to support brands like Everlane, Package Free Shop and Patagonia—all companies that put sustainability at the forefront of their product and marketing. 

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