• by Nikki Cohen , Op-Ed Contributor, October 24, 2024

As brands navigate the political landscape ahead of the 2024 US election, they are wondering what Gen Z expects of them. Edelman reported that if a brand stays silent about social issues, Gen Z sees that silence in and of itself as taking a stance. This leaves brands with conflicting expectations from young consumers—should they take a stand on social or political issues and risk backlash, or stay silent and still face criticism? 

To understand what Gen Z wants to see from brands, we spoke with Gen Zers from across the US. We found that their expectations of brands vary. However, they agreed that if brands do take a stance, it's not just about what they say, but how they follow through. Gen Z wants brands to align with values, and to follow up with meaningful actions. 

Gen Z focuses on issues, less on political persuasion 

Gen Z has low trust in politicians, with only 53% expressing confidence in Congress, and 51% in the executive branch. This election cycle reflects that distrust, dominated more by social issues than political persuasion. Can brands aiming to connect with Gen Z afford to remain silent on issues affecting their consumers? 

Our Gen Z panelists highlighted the value in brands speaking out, but they also understood the hesitation. With a generation as diverse as Gen Z, taking a political position could lead to backlash. However, by focusing on issues that resonate with their audience, brands stand a better chance of developing connections with Gen Z. 

“I respect brands that take the risk and speak out for what they think is right.” (Rohail, Texas) 

If brands are going to talk-the-talk, Gen Z wants to see them walk-the-walk 

Gen Z takes to brands with a critical eye evaluating if external values are reflected in internal practices. To avoid virtue signaling, brands must back up statements with tangible efforts—like providing resources, sharing information, or supporting causes in their day-to-day practices. It's about going beyond words and demonstrating a commitment to real change. When brands do this, they establish credibility and build brand trust. 

“What a brand ‘thinks’ doesn’t matter to me as much as what a brand does…  I am more likely to buy from a brand who takes a stand when it seems like they are going to do something good with my money.” (Sarah, Rhode Island) 

When brands speak up, they need to be in line with their brand values- authenticity is key

When brands take a stance, their intentions matter to Gen Z. If it’s just to protect their image or tick a box, consumers will see through it. But when a brand's stance aligns with its core values, it comes across as authentic and the statement carries more weight. 

For example, if a brand champions their use of sustainable materials, they should speak out on environmental issues. Similarly, if a brand emphasizes diversity and inclusion in its messaging, it’s natural to address social justice issues. While there is still value in brands engaging in such conversions outside of their immediate values, our panelists emphasized that brands should be mindful of not jumping on the band-wagon for political gain. 

“If brands are gonna make any stances, there should have been a precedent set beforehand that makes their values clear.” (Jake, New York)

 So… should brands take a stance?

There is no single right approach. Gen Z is diverse, and opinions on whether brands should engage in socio-political conversations vary. And if they do engage, not everyone will agree on the stance they take. 

It is not just about if your brand takes a stance, but about how you maximize impact. Gen Z consumers value brands that back their beliefs with action and stay true to their convictions. When that happens, authenticity isn’t claimed– it is proven.