Consumer preference for brands reflecting their values worldwide 2023, by generation

During a global 2023 survey, approximately 60 percent of responding members of generation Z – people born between the late 1990s and early 2010s – aged 16 and above agreed that they tended to buy brands reflecting their personal values. Gen Xers – born between the end of the 1960s and the beginning of the1980s – recorded a similar share, at 61 percent. Among Millennials – or Generation Y, the age group between Gen Z and Gen X – the share reached 64 percent. According to the same study, Indonesia, China, and India were among the world's markets where most consumers preferred brands reflecting their values.

在全球范围内的2023年度调查中，大约60%的参与调查的Z世代成员——即出生于1990年代末至2010年代初的人群——年龄在16岁以上者表示，他们倾向于购买体现个人价值观的品牌。出生于1960年代末至1980年代初的X世代人群，其比例也相近，达到61%。在被称为千禧一代或Y世代——介于Z世代和X世代之间的年龄群体中，这一比例上升至64%。根据同一项研究，印度尼西亚、中国和印度是世界上那些消费者更倾向于选择体现其价值观的品牌的主要市场之一。