When marketing to young adults, consider brand values. Gen Z and millennials care about sustainability and social impact, according to Cowen’s third annual survey of these generational groups. Seventy-six percent of 18- to 34-year-olds noted that sustainability and social impact are either “very important” or “somewhat important” when purchasing apparel, footwear and accessories. Notably, this reflects an increase of 13% from a similar survey in 2018.

Nike® ranked first as the apparel and footwear brand that most aligns with social values and beliefs around sustainability, with 35% of 18- to 24-year-olds and 28% of 25- to 34-year-olds supporting the brand.

To learn more about the report, visit cowen.com/insights/gen-z-and-millennials-are-driving-force-in-scaling-digital-and-sustainability/.

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