Gen Z is the most diverse generation in American history, and would like to see that same representation reflected by the brands they shop with, according to a December study by quantile.
The report, which asked consumers what they want to see from brands and entertainment companies when it comes to race and representation this year, is based on responses from 630 Americans across demographics including age, gender, sexual orientation and race.
Gen Zers made clear throughout the study that they want brands to step up their efforts around representation. For example, 76 per cent of Gen Zers said they feel diversity and inclusion is an important topic for brands to address, compared to 72
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