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.
![Ragan Insider Content](https://s39940.pcdn.co/wp-content/themes/ragan-theme/img/insider_600x350_lockdown.jpg)
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.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
![Ragan Insider Logo](https://s39940.pcdn.co/wp-content/uploads/2018/05/ragan-insider-logo.jpg)
Tags: Gen Z, Generation Z