• by Ray Schultz , June 19, 2023

Email creatives struggling to engage Gen Z should keep one thing in mind: That 50% believe gender is non-binary and that they expect marketing to show sensitivity to that issue, judging by a study from SeeHer, conducted by Horowitz Research.

Perhaps more importantly, 46% of Gen Zers expect brands to prove their commitment to diversity with action. 

This group agreed that “when I know a brand is committed to diversity and inclusion, I find myself more likely to do business/shop with them.”  

On a positive note, 47% of Gen Z agree that advertising does a good job of reflecting them. But even more impressive, 78% believe media is quickly evolving to accurately reflect Gen Z identity and lifestyle. 

SeeHer is a global movement to eliminate gender bias in advertising and media.

Gen Z believes these categories have a special accountability for shaping thinking about gender equality: 

• Beauty and personal care — 50%
• Clothing/accessory brands — 49%
• Pharma & healthcare — 20% 
• Food & beverage — 18%
• Travel & hospitality — 16%

“Marketers and media need to consider how they can make shifts to be more aligned with this generation’s concerns, passions, viewpoints, and beliefs” concluded Latha Sarathy, chief research Officer, ANA.  

Horowitz Research surveyed 800 14- to-24-year-olds in the U.S. It conducted a two-week online community discussion among 70 individuals in that age group.