Report: Gen Z wants companies to take a stand, but risks loom large

A new study suggests brand managers should be judicious about weighing in on hot topics. Consumers want brands to align with their values—yet might abandon those that misstep.

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Consumers want their favorite brands to align with their strongest values.

Younger audiences, especially, want companies to take a lead on thorny political issues and stand up for their causes in the public sphere. They also prefer a strong stance to no stance at all.

However, there is a risk for marketers looking to align their organizations with controversial cultural movements—and for some brand managers, the risk warrants careful calculation.

A new study from WP Engine looks specifically at Generation Z consumers and how brands can reach them with cause marketing. The results show conclusively that the tactic can have a major upside, with 69 percent of Gen Z indicating they would be more likely to buy from a company that contributes to social causes.

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