90%
90% of Gen Z believes companies must act to help social and environmental issues and 75% will do research to see if a company is being honest when it takes a stand on issues.
- Porter Novelli/Cone’s 2019 Gen Z Purpose Study
4X
When consumers think a brand has a strong Purpose, they are 4.1 times more likely to trust the company.
- Zeno’s 2020 Strength of Purpose
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