• by Sarah Mahoney  @mahoney_sarah, July 25, 2024

Adidas' campaign appeals to those who support under-represented communities, an important value to women and LGBTQ audiences.

Collage Group recently released a study that reveals an intense level of world-weariness in Gen Z. They hate Republicans and Democrats. And their mistrust of just about every institution – from the media to the military – is growing. And while they may not believe what companies say, they are watching what they do. And that creates a gauntlet for the brands hoping to lock up loyalty from this important demographic. Jack Mackinnon, senior director of cultural insights at Collage, explains.

Marketing Daily: This research is fascinating. A third of the respondents say they won’t vote either red or blue. While Congress and the presidency are the institutions they trust the least, tech companies, the Supreme Court, the police, and the judicial system are widely scorned, too. (Science and medicine are the exceptions.) What’s changing in this demographic?

Jack Mackinnon: I’ve been researching Gen Z since 2016, and as they move further into their 20s, there is a deep disappointment in the older generation. It’s built into anger and activation. There’s a low level of trust in institutions. And while there is alignment on specific issues, like guns, LGBTQ rights, and Gaza, there’s an unwillingness to affiliate with parties or even identify as liberal or conservative. They feel – as do other generations – that we’re in a doom cycle. They’re burned out and desperate for a change. They felt strongly they didn’t like either candidate.

Marketing Daily: And just like that … they got one! Your research, of course, happened before President Joe Biden dropped out and Kamala Harris stepped up. Will that change things?

Mackinnon: We’ll see! But there is a bubbling up of energy because this is, in fact, the dream scenario for change that we found in this survey.

Marketing Daily: What makes Gen Z different, politically, than millennials?

Mackinnon: They came of age when social media and the internet were fully developed – they were born into more information, news, access and perspective than any other generation. That’s created more anxiety. They’ve seen how that created perfectionism in millennials, and they’re pushing back against that.

Marketing Daily: This research has some terrifying implications for brands. You call them cynical activists and find that compared to all other generations, they are most likely to demand that brands take a stand on topics ranging from race, gun control, reproductive issues and wealth inequality. And they are the most likely group to boycott companies. Yet when companies do take a stand, they come under attack. It seems like they can’t win. What should they do?

Mackinnon: It is a new era, and the backlash is real. And it is typically stronger among self-identified liberals.

Marketing Daily: Really? Because of the Bud Light and Target boycotts, most people would have said it would be conservatives.

Mackinnon: We break backlash into three types. First, there’s unhappiness with a brand. Next, there’s a brand breakup – you stop buying it. At the third level, you encourage others to stop. Conservatives are likelier to do the first level and tell people about it. And if that someone has a social media account with a million followers, you will hear about it. But joining a boycott? More liberals do that.

Marketing Daily: What does Gen Z want brands to do?

Mackinnon: Because they’re cynical, they watch what companies do internally. They’re looking at their hiring practices, their training, where they donate. Gen Z wants to know that a company’s internal work matches the external work. The Bud Light backlash was so intense because, first, the use of a transgender influencer didn’t seem like it fit the brand, that maybe it was just a ploy to sell more beer. And since 70% of Gen Z think once a company starts down a road, they should stick with it, Bud’s decision to pull back demonstrated that it was never serious about its commitment. It was a double backlash.

Marketing Daily: Did you think that was true with Target, watering down its support for the LGBTQ community this Pride season?

Mackinnon: Less so because it was more transparent. And the company was clear that its decision hinged on store associates' safety, which is a very important message.

Marketing Daily: How so?

Mackinnon: We’ve just released another study on polarization, and it turns out that for all our differences, liberals, conservatives, and centrists are quite similar. For example, curiosity is the top value for all three groups. And values like hospitality, honesty, resilience, and generosity rank highly. Because of that, we don’t suggest brands focus on any single issue – like guns or abortion – but on two areas where we think everyone will respond. That includes safety, or what we think of as personal protection, and freedom of expression.

Marketing Daily: Not what I expected you to say! Why these?

Mackinnon: People are scared. They worry about data privacy, misinformation, and their health. They are looking for brands that understand that and work in many ways to keep them safe. And while freedom of expression may sound like a progressive value, our research finds it is as simple as people saying, “I just want to be myself.” That concern may look different for a farmer in a rural state than someone in a city, but it’s the same. Brands that give people permission to be themselves – in creative ways – have broad appeal.

Marketing Daily: Both those themes sound like they could be made political, increasing polarization. People who carry handguns believe in personal protection, as do the people who want those guns banned.

Mackinnon: Yes, but that’s at the election level, where each team has its language and is trying to win. Those values are very personal. At the family, household and individual levels, they look very different.