Gen Z is now the largest generation in the U.S. Born between 1997 and 2012, they overtook millennials by nearly 4 million to become the largest single generational cohort. According to a United Nations World Population Prospects report, they number approximately 86 million and are expected to grow to 88 million over the next two decades, largely through migration. A Morning Consult study of more than 6,000 Gen Zers and 2,200 millennials, Gen X, and boomers — Most Loved Brands — put empirical weight behind the numbers.
Why Gen Z Matters to Marketers
Gen Z’s sheer size and shift in values caught the attention of marketers eager to capture both their spending and their attention. Morning Consult analyzed more than 150,000 interviews across four brand metrics — favorability, trust, community impact, and net promoter score. The results revealed how the gap between the best-loved brands and the rest has widened, and what brands might do to capture Gen Z’s attention and hold it.
Post-Pandemic Brand Behavior
Based on positive first-time brand experiences, 68% of Gen Zers said they would continue their purchases after the pandemic. 56% said they were spending less on brands they realized they didn’t miss. 36% admitted brand preferences had changed permanently. 31% said they would never return to a brand after a bad first-time experience.
Local, Black-Owned, and Minority-Owned Business Preference
Gen Z’s values stood out on questions about buying from local, Black-owned, and minority-owned businesses. The cohort led every other generation in those categories, and the differences became larger with each older generation. The same generational gap appeared on questions about buying named brand names and trying new brands never used before.
Loyalty and Pandemic Reversion
The good news for companies already marketing to Gen Z: 76% intended to return to their pre-pandemic brands. The condition was maintaining sustained support for local, minority, and African-American-owned businesses. 72% expected to resume pre-pandemic shopping and purchasing methods.
Expectations for Corporate Action
Gen Z holds higher expectations than older cohorts, and most expect brands to not only contribute to conversations around social change but to drive it. 72% agreed or strongly agreed. 66% believed brands have a major role to play in the country and should use their influence to positively affect political and cultural issues.
Actions Over Statements
Brands need to lead with actions, not statements. Simply issuing press releases about social issues can backfire. 67% of Gen Zers agreed or strongly agreed that companies releasing statements about racial inequality are more concerned about publicity than affecting real change. 84% said “actions speak louder than words.”
Diversity, Positioning, and Purchase Impact
Three findings brands should build around:
Diverse management is table stakes. 59% of Gen Zers said it’s now more important that brands demonstrate diversity.
Position publicly on social issues. 60% felt that brands, regardless of industry or location, should explicitly state their position on social issues.
Response permanence. The same 60% indicated that how brands react and respond to such topics will permanently affect their buying decision.
The Operator Takeaway
Brands wanting to successfully reach Gen Z should be clear and transparent with their values and actions. Communicate openly, act publicly, and let the record speak for itself. Anything less risks losing a growing share of that market.
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
