Data Snapshot

US Gen Z Youth Expect Companies To Take A Stand

Diversity, Equity, And Inclusion And Environmental Change Are Obligatory

January 26th, 2022
Mike Proulx, VP, Research Director
Mike Proulx VP, Research Director
With contributors:
Alex Schanne , Christine Turley

Consumers, especially younger generations, increasingly expect brands to use their platforms to lead change on issues affecting society. While 2021 saw many mainstream companies take public stances on politicized issues, Forrester expects 2022 will see more big brands take bolder actions that advance ESG goals, filling in where they perceive governments are failing. Forty-one percent of US online Gen Z youth (ages 12 to 17) feel that companies have an obligation to lead political change, and 60% expect companies to take a stand on diversity, equity, and inclusion and environmental change (66%). This snapshot shows Forrester's data on US online youth attitudes toward companies' societal obligations.

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