Perhaps more importantly, 46% of Gen Zers expect brands to prove their commitment to diversity with action.
This group agreed that “when I know a brand is committed to diversity and inclusion, I find myself more likely to do business/shop with them.”
On a positive note, 47% of Gen Z agree that advertising does a good job of reflecting them. But even more impressive, 78% believe media is quickly evolving to accurately reflect Gen Z identity and lifestyle.
SeeHer is a global movement to eliminate gender bias in advertising and media.
Gen Z believes these categories have a special accountability for shaping thinking about gender equality:
- Beauty and personal care — 50%
- Clothing/accessory brands — 49%
- Pharma & healthcare — 20%
- Food & beverage — 18%
- Travel & hospitality — 16%
“Marketers and media need to consider how they can make shifts to be more aligned with this generation’s concerns, passions, viewpoints, and beliefs” concluded Latha Sarathy, chief research Officer, ANA.
Source: mediapost.com