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Gen Z favors brands that support mental health, sustainability, and equity

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Key stat: Gen Zers in the US want their brands to support mental health more than any other cause, cited by 53% of those surveyed by ICSC and Big Village. Tied for second place are environmental causes, including climate change and sustainability, and racial and gender equity (47% each).

Beyond the chart:

  • More than 40% of US Gen Z adults have been diagnosed with a mental health condition, according to Harmony Healthcare IT.
  • Consumers can see through performative gestures, so brands focusing on mental health, sustainability, and antiracism efforts need to make sure they’re fulfilling long-term commitments.

Use this chart:

  • Create value-based messaging that resonates with customer needs without being performative.
  • Use customer insights to personalize content for niche groups within the larger Gen Z segment.

More like this:

More Chart of the Day:

Methodology: Data is from a June 2023 ICSC and Big Village report titled "The Rise of the Gen Z Consumer." 1,008 US Gen Z respondents ages 16-26 were surveyed during March 2-8, 2023. The survey reflected a cross-section of part-time workers, full-time workers, and students, as well as living situations including those living at home with family or guardians, renters, homeowners, and college or university housing.