They also value brands that care about their employees ( 60%), care about their own values as consumers ( 57%) and are authentic ( 55%). In fact, 61% of Gen Z in the UK believe that brands should help people to live a better life.

Despite growing up against the backdrop of social upheaval and climate change, Gen Z has a more positive attitude towards brands than older generations: 87% of baby boomers in the UK believe that brands and companies always seek to make more profit, compared to 58% of Gen Z.

Even in the world of social media, this tech-savvy generation views big brands with more lenience: whilst 85% of baby boomers in the UK believe that social media companies have too much power and influence, only 57% of Gen Z agree.

There is an opportunity for brands to collaborate with this generation, on their terms: Gen Z in the UK feel it is acceptable for social-media sites and brands to use personal data to develop better products and services ( 47%) and service consumers better ( 45%). Meanwhile, 46% are willing to exchange some personal data for free services, discounts, or goodies.

Joeri Van den Bergh, NextGen expert at InSites Consulting, elaborated on why brands should take note of this new insight into Gen Z: “This is a very important generation that will bring about change in society, not only because they want to, but because they have the skills to do so.

“Gen Zers are much more vocal than their predecessors, but they are also vulnerable and are growing up in difficult times. They have an enormous need for guidance, especially from brands.”

He concluded: “The role of brands is more versatile than previously: as life coaches, as drivers of change and innovation, and as a means for Gen Z to express themselves. More than ever, brands have to stand for something meaningful and put that into practice.”

The full report is available to read here.