In 2024, roughly a quarter of British consumers aged 18 to 24 said they would not buy from a brand with a political stance that differed from theirs. Over a third said they would think less of the brand, but would still purchase goods from them if they liked the products. The older the age group, the less likely respondents became to purchase from the brand.
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Everything on "Millennials & Gen Z in the UK: Consumer goods and shopping behavior" in one document: edited and divided into chapters, including detailed references.
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Demographics
Trending behavior & attitudes
Shopping channel preferences
Reaching millennials & Gen Z
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