The Gen-Z Shopper - Business of Fashion

“This desire for authentic touchpoints with brands and consumers extends to marketing. Some 56 percent of 1,000 Australians surveyed said a lack of diversity would affect their perception of a brand. In the UK, 63 percent of Gen-Z customers prefer to see real people in advertisements, whereas only 37 percent of Millennials feel the same. Gen-Z, in particular, are looking for diversity in advertising. In the US, this is an established issue, with 47 percent of Gen-Z consumers reporting that they do not feel represented in today’s branding and marketing” Quote from the BoF article