Twenty for 2020

What Gen Z want from brands is the new Holy Grail for marketers.

After all they are two billion strong and have a combined $44 billion in purchasing power. 

They also have strong opinions - Gen Z consumers demand honesty and authenticity from brands and they also want brands to show respect for people and the planet. 

According to new consumer research, 60% of Gen Z support brands that take a stand on issues they believe in regarding human rights, race and sexual orientation; more than 50% of Gen Z say that knowing a brand is socially conscious influences their purchasing decisions and 67% believe they should be true to their values and beliefs.

Clearly then, it's time for companies to put sustainability and purpose at the heart of their business if they want to win over the new generation.

In this new Trend Briefing we profile 20 new brands from the fashion, food, health, transport and travel sectors that understand what Gen Z wants. 

Our Gen Z brands include:


The Twenty for 2020 Trend Briefing is part of Sustainly's thought leadership reports and is free to download.


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