REPORT
Insight
Attitude survey of 600 people: The Realities of Activist Generation Z＜ampule magazine Vol.03＞
This survey was excerpted from the March 2022 issue of ampule magazine Vol. 03.
To read the article in question and the full magazine, please visit the back issues of the electronic version of ampule magazine.
▼ampule magazine
https://ampule.jp/magazine/
ampule magazine Vol.03「Brands in Battle」
The report delves into the recent focus on ”brand activism,“ including an exclusive interview with Christian Sarkar, author of ”Brand Activism,“ a survey of the attitudes of ”Generation Z,” which is said to have a strong interest in social issues, and case studies of companies in Japan and abroad that are involved in brand activism. The report also includes an exclusive interview with Christian Sarkar, author of “Brand Activism. We will explore the “now” and “future” of brand activism.
＜Survey Summary＞
Trenders Research
Survey period: January 5~7, 2022
Survey target: 600 men and women aged 15~24, 607 men and women aged 45~54 (evenly distributed)
Survey method: Internet survey
Generation Z is attracting attention as the center of consumption and trends. It is said to be a generation that values diversity, communicates its opinions on social networking services, and is highly interested in social issues, but what is the reality? This report analyzes the reality of Generation Z through an attitude survey, while comparing it to Generation X (born between 1965 and 1980), their parents’ generation, who are also called the junior baby boomers.
＜Zgeneration＞Yes：50％
＜Xgeneration＞Yes：40％
1st: poverty issues 48%
2nd: gender issues 45%
3rd: food issues (hunger, food loss, etc.) 44%
4th: education issues 37%
5th: climate change issues 30%
＜Zgeneration＞Yes：43％
→Of those who answered “Yes,” 17% said they were “already working on something.
＜Xgeneration＞Yes：35％
There was a 10-pt difference in the level of interest in social issues between Generation Z and Generation X, indicating a high level of awareness among the younger generation. The “New Courses of Study,” which will be implemented in stages starting in FY2020, clearly states the goal of “fostering the creators of a sustainable society,” and the future generation will learn more about social issues as a matter of course. The future generation will learn more and more about social issues as a matter of course. Many of the respondents also mentioned that they themselves or their acquaintances are dealing with these issues, with LGBTQ+ issues being the most frequently mentioned. Gender issues” ranked second among social issues of concern to Generation Z (45%), but this was 14 percentage points higher than the figure for Generation X (31%), indicating a marked difference in interest. Furthermore, when narrowed down to Generation Z women, the level of interest rises to 53%. It is likely that Generation Z will be at the center of change, especially in areas such as gender equality and promotion of diversity. On the other hand, Generation X is about 30 ppt more interested in “climate change issues” (59.6%). This may seem surprising, given the fact that young people are prominent activists in this field worldwide, but it seems that Generation X will need to lead the way in Japan.
・I have often seen this issue on Yahoo News and trending topics on Twitter, and many people are interested in it in replies and comments, and when I see sharp points made, it makes me think that I am not a stranger to this issue. (23-year-old female)
・Because it is an issue that is often handled in classes at junior high schools and high schools, and because I have seen shocking facts and feel familiar with it. Also, I became aware that I can change things, even if only a little, by my own actions, so I will do what I can do. (18 yrs old male)
・I have a particular interest in gender issues because there are homosexuals around me and I myself have never thought that I could not associate with the same sex. (24 yrs old female)
Yes：56％
・I believe that large corporations, which are often seen by many people, should serve as a role model for others. In addition, I think that without a certain amount of financial resources , it is impossible to solve social problems. (23 yrs old, female)
・ Even if an individual tries to be careful, it may not be possible without the products and services to do so. (18 yrs old, female)
・It has a great influence, and I think that companies and brands will gain support from people if they work on it. (18 yrs old, female) ・It has a lot of influence.
Gen Z’s four main reasons why companies and brands should work to solve social problems are: influence on the masses, financial resources, likability, and the fact that consumers can also contribute through their consumption. By supporting the activities of companies and brands, they hope to work together to improve society. SNS is also indispensable when discussing Generation Z. In this survey, we also found that many respondents have SNS accounts. In this survey, approximately one in three Gen Z respondents who have a social networking account said they have posted something related to social issues. Some 25% have posted about the social contribution of a company or brand. There is no doubt that Generation Z will play a central role in solving social problems in the future. And social networking is one of the most important means of solving them. Generation Z may be a powerful partner in the realization of brand activism.
Planner / SNS Analyst, Trenders Inc.
Yukina Sato
After working as a content planner at a web production company, Yukina joined Trenders K.K. in 2014. Currently, as a communication planner, she provides marketing support to a wide range of industries including food and cosmetics, and specializes in analyzing consumer insights and SNS trends.
