YouGov Survey: What Gen Z Wants from Brands – Ethics Over Aesthetics

Gen Z is reshaping the consumer landscape — and they’re making it clear: values matter.

According to a recent YouGov survey, 65% of Gen Z prefer companies that have a clear moral message, a notable increase compared to 53% of Gen X and Baby Boomers. This younger generation is more likely to support brands that reflect their personal values, with 63% saying they’re more inclined to buy from brands that express views they agree with.

But it’s not just about taking a stand — it’s about backing it up. Gen Z prioritizes honesty (62%), trustworthiness (61%), and consistency between words and actions (56%). Traits like authenticity, understanding everyday challenges, and being genuine also ranked highly.

Interestingly, traditional branding tools like humor or playfulness don’t hold the same weight. Only 22% said being clever or funny is very important in a brand, and just 14% valued a lighthearted tone.

While only 31% said it’s “very important” that a brand stands for something, and 22% prioritize alignment with their personal views, the takeaway is clear: it’s not about slogans — it’s about substance. Gen Z doesn’t just want brands to say the right thing; they want them to be the right thing.

For brands aiming to build trust and loyalty with younger consumers, the message is simple — walk your talk.