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For CMO Professionals

A Post-Truth Climate Is Shaping Gen Z's Consumer Behaviors

Now More Than Ever, The Next-Generation Consumer Expects Brands To Be Real, Be Respectful, And Represent

January 14, 2021

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Why Read This Report

Step aside, Millennials. CMOs have their sights set on the next generation of consumers and for good reason. Gen Z (born in or after 1997) is likely to form the majority of US consumers in just five years. As the most connected, educated, racially diverse, and liberal generation, Gen Z's behaviors are at odds with traditional marketing practices — and they're least likely to trust brands. Now more than ever, Gen Z expects brands to do the right thing and be truthful. CMOs should read this report to learn how to earn the trust of this crucial generation or risk being ignored by it.

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Table of Contents

  • Gen Z Prioritizes Brand Trustworthiness As Truth Remains Under Siege
  • Traditional Marketing Is At Odds With Gen Z's Fundamental Truths
  • Practicing Absolute Candor Helps Brands Earn Gen Z's Trust
  • Recommendations

  • Establish A Meaningful Marketing Mix To Reflect Gen Z Behavior
  • Supplemental Material
  • Related Research Documents