The Gen Z Reckoning | The Purposeful Generation

gen z reckoning globescan bbmg


Gen Z, the generation born in the late 1990s and early 2000s, is coming of age in a radically new world. In the face of income inequality, school violence, racial injustice and climate change, our youngest generation is standing up, speaking out and harnessing their courage and creativity to claim the future they want – and they aren’t waiting.
From their personal passions to their career aspirations to their preferences for brands, Gen Z is proving that they give a damn, and they are ready to join with peers, brands and community members to create change together.

About the Study

In October 2018, BBMG and GlobeScan fielded a national survey of 2,058 consumers to better understand people’s changing relationship with brands and the underlying dynamics of brand trust, leadership, loyalty, participation and brand evangelism.

Key Findings

Along with cultural trends research and qualitative interviews, our deep dive into the attitudes, beliefs, desires and behaviors of the leading edge of Gen Z (age 18 – 22) revealed five strategies for brands to be more authentic in their eyes, more relevant in their lives and create more impact in their world together:

  1. Be Brave
  2. Hold Space
  3. Welcome All
  4. Fuel Passion
  5. Own It

More than all others, Gen Z cares about issues of equality. The younger generation is looking to brands for open, honest conversations. Brands can rally participation and collective action on the issues that matter. Read more about each strategy in detail in the full report.
Curious? Read the full report and learn what matters for brands now, from the mouths of Gen Z.
Read the Report


On 5 November 2019, we hosted a webinar to explore the findings. Raphael Bemporad of BBMG and James Morris of GlobeScan shared the research on the attitudes, beliefs, desires and behaviors of the leading edge of Gen Z consumers, while guest speakers Jessica Appelgren, Vice President of Communications at Impossible Foods and Kit Hayes, Global Social Impact at YouTube shared their strategies for earning the trust, loyalty and respect of Gen Z.
Download webinar slides

Full Recording:

About BBMG

BBMG is a brand and social innovation consultancy dedicated to creating business growth and positive social impact. Based on experience in brand strategy, retail marketing and advocacy campaigns, we create empowering platforms, programs and experiences that help our clients stand out, build relationships, win loyalty and inspire action.
To learn more about how we build brands for humans, visit