Values-driven consumers buying brands supporting a social cause 2021, by age
During an August 2022 survey, 50 percent of values-driven Generation Z consumers from 11 countries worldwide said they almost always or often bought brands, products, or services that supported a social justice cause. Among baby boomers, 32 percent of values-driven consumers behaved like that. The source defines values-driven consumers as consumers who pay more for a brand, product, or service that represents their values.
