Favorability of spokespeople similar to consumers in the U.S. 2023, by generation

Published by
J. G. Navarro,
Jul 11, 2023
During an April 2023 survey in the United States, 69 percent of adult respondents who were part of Generation Z (born between 2005 and 2012) reported being either very or somewhat favorable of brands hiring spokespeople who looked like them. Among members of Generation X (born between 1965 and 1980), that share stood at 61 percent.

Adults' favorability of brands hiring a spokesperson who looked like them in the United States as of April 2023, by generation

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Release date

April 2023

Region

United States

Survey time period

April 14 to 17, 2023

Number of respondents

4,401 respondents

Age group

18 years and older

Method of interview

Online interview

Supplementary notes

Missing percentage points to 100 are probably due to rounding.

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