Consumer preference for brands reflecting their values worldwide 2023, by generation
During a global 2023 survey, approximately 60 percent of responding members of generation Z – people born between the late 1990s and early 2010s – aged 16 and above agreed that they tended to buy brands reflecting their personal values. Gen Xers – born between the end of the 1960s and the beginning of the1980s – recorded a similar share, at 61 percent. Among Millennials – or Generation Y, the age group between Gen Z and Gen X – the share reached 64 percent. According to the same study, Indonesia, China, and India were among the world's markets where most consumers preferred brands reflecting their values.
