Skip to main content

Save or Share this Report

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

Primary author headshot


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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


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