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.
Percentage of consumers tending to buy brands that reflected their personal values worldwide as of October 2023, by generation
The source clarifies that respondents in India were 18 and older; 18 to 74 in Canada, Ireland, Israel, Malaysia, New Zealand, South Africa, Turkey, and the United States; 20 to 74 in Thailand; 21 to 74 in Indonesia and Singapore; and 16 to 74 in all other markets. The sample consisted of approximately 2 thousand respondents in Japan; 1 thousand each in Australia, Brazil, Canada, mainland China, France, Germany, Italy, New Zealand, Spain, the United Kingdom, and the U.S.; 500 each in Argentina, Belgium, Chile, Colombia, Hungary, Indonesia, Ireland, Malaysia, Mexico, the Netherlands, Peru, Poland, Singapore, South Africa, South Korea, Sweden, Thailand, and Turkey; and 2.2 thousand in India (where most were interviewed face-to-face). Respondents in Brazil, Chile, China, Colombia, Indonesia, Ireland, Malaysia, Mexico, New Zealand, Peru, Singapore, South Africa, Thailand, and Turkey were more urban, educated, and/or affluent than the general population in those economies.
The source does provide information about the percentage points missing to 100.
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Ipsos. (November 20, 2023). Percentage of consumers tending to buy brands that reflected their personal values worldwide as of October 2023, by generation [Graph]. In Statista. Retrieved December 30, 2024, from https://www.statista.com/statistics/1425670/brands-reflecting-personal-values-generation/
Ipsos. "Percentage of consumers tending to buy brands that reflected their personal values worldwide as of October 2023, by generation." Chart. November 20, 2023. Statista. Accessed December 30, 2024. https://www.statista.com/statistics/1425670/brands-reflecting-personal-values-generation/
Ipsos. (2023). Percentage of consumers tending to buy brands that reflected their personal values worldwide as of October 2023, by generation. Statista. Statista Inc.. Accessed: December 30, 2024. https://www.statista.com/statistics/1425670/brands-reflecting-personal-values-generation/
Ipsos. "Percentage of Consumers Tending to Buy Brands That Reflected Their Personal Values Worldwide as of October 2023, by Generation." Statista, Statista Inc., 20 Nov 2023, https://www.statista.com/statistics/1425670/brands-reflecting-personal-values-generation/
Ipsos, Percentage of consumers tending to buy brands that reflected their personal values worldwide as of October 2023, by generation Statista, https://www.statista.com/statistics/1425670/brands-reflecting-personal-values-generation/ (last visited December 30, 2024)
Percentage of consumers tending to buy brands that reflected their personal values worldwide as of October 2023, by generation [Graph], Ipsos, November 20, 2023. [Online]. Available: https://www.statista.com/statistics/1425670/brands-reflecting-personal-values-generation/
