Generation Z consumers’ perspective: how and why should (not) brands engage in activism?

Research on brand activism has proliferated recently, yet consumer responses remain unpredictable, particularly among Generation Z, whose reactions and motivations are not yet fully understood. This cohort is highly sensitive to socio-political issues but exhibits mixed responses to companies’ social roles. This research explores Gen Z’s reactions to brand activism employing two qualitative methods: a focus group and in-depth interviews. Findings show that Gen Z consumers are not passive recipients but assess brand activism critically. For them, brand activism is not a mass-market strategy but an élite approach; activist brands should embody specific characteristics and implement activism rigorously and meticulously. Specifically, Gen Z views brand history, consistency in values, and tangible actions as essential for authentic activism. However, their responses are often mixed: many feel confused or disengaged, questioning brands’ new political roles, and sometimes stating that they should stay out of activism altogether. This study contributes to the consumer-brand relationship literature by highlighting the extensive range of elements young consumers consider when evaluating the integrity of activist brands. Moreover, this research offers valuable implications, new critical perspectives, and key factors for brands to consider when adopting activist strategies.