Why do Gen Z and Gen Alpha prefer brands that take a stand?

A shift in consumer power: Why brands can no longer stay silent

Imagine a shift—not one that happens overnight, but one that starts deep within society, triggered by evolving values and global challenges. At first, the change is subtle—small conversations, isolated boycotts. Then, it becomes impossible to ignore. By the time it reaches the mainstream, it has grown into an unstoppable force, reshaping industries and redefining consumer expectations.

This is precisely what’s happening with Generation Z and Generation Alpha and their relationship with brands.

A new era of consumer activism

Gone are the days when consumers made decisions based solely on price and quality. Today’s younger generations—Gen Z (born 1995–2009) and Gen Alpha (born 2010–2024)—want more than just products; they want purpose. They expect brands to take a stance on critical social, environmental, and political issues.

Unlike previous generations, who often viewed corporations as separate from societal concerns, these younger consumers see businesses as integral players in shaping the world. For them, silence is complicity, and neutrality is no longer an option.

Why do they care?

1. Raised in a time of crisis:
   Gen Z and Gen Alpha have grown up witnessing climate disasters, social justice movements, political upheaval, and economic instability. They have seen how activism can drive change, from the Black Lives Matter protests to global climate strikes. This shapes their expectation that companies must be part of the solution—not just profit-driven entities.
2. Digitally connected and informed:
   Unlike older generations who relied on traditional media, these younger groups were raised in the Internet age. Social media platforms like TikTok, Instagram, and Twitter act as real-time news sources, instantly exposing them to global issues. Their awareness is immediate, and their expectations are high.
3. Redefining trust and loyalty:
   Trust in traditional institutions—governments, corporations, and even the media—has been waning. Instead, Gen Z and Gen Alpha trust brands that align with their values and demonstrate ethical responsibility. If a company takes a stand on issues that matter, they reward it with loyalty. If not, they are quick to call it out or move on.

What issues matter most to them?

While personal priorities may vary, some recurring themes dominate the concerns of these generations:

• Climate Change: Sustainable products, carbon neutrality, and environmental accountability.
• Diversity and Inclusion: Promoting representation in advertising, fostering equitable workplace practices, and supporting marginalized communities.
• Mental Health Awareness: Advocacy for work-life balance, well-being, and reducing stigma around mental health.
• Ethical Supply Chains: Fair wages, humane working conditions, and responsible sourcing.
• Political and Social Activism: Advocating for LGBTQ+ rights, promoting gender equality, and championing racial justice.

The impact on brands

Brands that align with these values are thriving. Patagonia’s commitment to sustainability and Ben & Jerry’s outspoken support for social justice have earned them widespread loyalty. On the other hand, companies that remain silent or engage in performative activism face backlash and declining engagement.

The consequences of inaction:

• Boycotts and social media backlash: Gen Z has no hesitation in calling out brands that fail to align with their values.
• Declining customer loyalty: With abundant options, these generations easily switch to brands that reflect their beliefs.
• Talent loss: As Gen Z enters the workforce, they seek employers who share their values, making it hard for companies that ignore these concerns to attract young talent.

Moving forward: What brands must do

To resonate with Gen Z and Gen Alpha, brands must move beyond surface-level marketing and make meaningful connections:

• Take a stand—and mean it: Performative activism won’t cut it. Brands need to take concrete actions to back up their public statements.
• Be transparent: Vague promises breed skepticism. Companies should set clear goals, track progress, and share results.
• Engage with young voices: Including Gen Z and Gen Alpha in decision-making processes—through advisory panels or collaborations—ensures relevance.
• Align actions with values: A brand’s mission must go beyond profit and genuinely reflect its stance on key social issues.
• Leverage social media responsibly: Authentic storytelling and consistent advocacy build trust and credibility.

The future of brand loyalty: Purpose over profit

Gen Z and Gen Alpha are not just consumers—they are changemakers. Their preference for brands that take a stand is not a fleeting trend—it’s a fundamental shift in consumer expectations. Companies that embrace this reality will build stronger, more loyal relationships. Those who resist will find themselves left behind in a world where silence in the face of change is no longer tolerated.