Trends Report

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

This Next-Generation US Consumer Expects Brands To Be Real, Be Respectful, And Represent

January 14th, 2021

Summary

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 account for 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. This report, updated with 2021 data, helps CMOs learn how to earn the trust of this crucial generation or risk being ignored by it.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.