Baby Boomers are more likely to attack brands they disagree with, while younger generations are more focused on uplifting brands that align with their values, according to a new PwC survey.
Older consumers are more likely to attack the brands they disagree with, while younger generations are more focused on uplifting brands that align with their values, a new PricewaterhouseCoopers Executives and brands feel mounting pressure to weigh in on geopolitics and societal issues, but many cite consumer backlash as a reason to stay quiet.this backlash might not be as widespread as it seems.
Meanwhile, Gen X, Millennials and Gen Z are less likely to boycott, but more likely to intentionally support like-minded brands.“It is incredibly challenging to perfectly align corporate and customer values,” PwC Customer Transformation and Loyalty Partner Jon Glick told Axios. He also suggests considering employee needs. “Many companies who take stances do so to increase loyalty amongst their own ranks, and in this tight labor market, that is incredibly important.”When it comes to corporate activism, there is a clear generational divide — with older generations wanting less and younger generations wanting more.
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