Younger generations want brands to promote equality and environmentalism, according to reserach by Spotify.
The music streaming’s Culture Next Trends Report, which will be the centre of its panel discussion at Cannes Lions 2019, surveyed 4,000 people from eight countries, including Australia, to identify trends across technology, fashion, music and more.
It’s key finding was that Gen Z, those aged between 15-24 years, and Millennials, those aged between 25-34, want brands to reflect their political ideology more often. Both generations believe brands need to promote more progressive values, and play a more meaningful role in society.
59% believe brands need to show moral support and understanding of consumers’ struggles and 47% believe brands need to “soften up” as they find camaraderie in sharing deep feelings, such as sadness and loneliness.
66% told us they expect brands to be part of the debate, to promote more progressive values, and to play a more meaningful role in society.
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