{"id":31352,"date":"2019-11-01T11:50:57","date_gmt":"2019-11-01T10:50:57","guid":{"rendered":"https:\/\/brandsmith.es\/la-nueva-generacion-de-consumidores-exige-mas-transparencia-a-las-marcas\/"},"modified":"2019-11-01T11:56:56","modified_gmt":"2019-11-01T10:56:56","slug":"the-new-generation-of-consumers-demand-more-transparency-from-brands","status":"publish","type":"post","link":"https:\/\/brandsmith.es\/en\/the-new-generation-of-consumers-demand-more-transparency-from-brands\/","title":{"rendered":"The new generation of consumers demand more transparency from brands"},"content":{"rendered":"\n

Whiplash Team, November 1st 2019<\/strong><\/h2>\n\n\n\n

The new generation of consumers demand more transparency from brands<\/strong><\/h3>\n\n\n\n

As the first representatives of Generation Z join the consumer and labour market \u2013in Spain some seven million people\u2013, Millennials become less relevant and organizations prepare to adapt to these digital natives\u2019 aspirations and expectations. Aware as they are of climate change and the need to build a more responsible relationship with the planet, Gen Z demands from brands a more proactive attitude towards sustainability, not only in environmental terms but also economic and social.<\/h4>\n\n\n\n

Brands, on\nthe other hand, face the challenge of being more transparent than ever because,\nin a hyperconnected world in which they are in their element, this generation\nis the best informed in history and also the one with the most means to control\nand monitor what organizations do and to hold them accountable for it. The good\nnews according to the recent study \u201cGeneration Z: the last generational jump\u201d<\/strong>,\ncarried out by Deusto Business School and Atrevia, is that the market is\nreacting positively and many organizations are already taking recycling, for\nexample, into their daily operations to produce packaging through to T-shirts.<\/p>\n\n\n\n

The report\nalso notes that this generational group has completely digitized their\nrelationships. For them Internet and social networks are their way of moving around\nthe world. It is also the e-commerce generation, and 92% of the 600 young\npeople who participated in the study carried out by Deusto and Atrevia say that\nInternet is their main means to get information on the brands and products that\nthey consume.<\/p>\n\n\n\n

However,\nthis reality also feeds their contradictions: although, in terms of principles\nthey are a more responsible generation than others \u2013for the first time ever,\nthe environment and social justice appear as determining factors in the\npurchase decision\u2013, they also are native in digital commerce and they are in\nfact a \u201cvery consumerist\u201d generation. Today, it is easier to buy, and prices\nare very low. As I\u00f1aki Ortega, director of Deusto Business School and one the\nresearchers in the mentioned study said recently in an interview, \u201cGen Z has\nlived the peak of \u2018Fast Fashion\u2019\u201d. <\/p>\n\n\n\n

Although\ntheir attitude towards consumption clashes head-on with their commitment to the\nenvironment or with concepts such as circular economy, the market seems to\nunderstand that the trend towards a more responsible and careful consumption\nhas come to stay. Brands such as Amazon, Danone, L’Oreal, Nestl\u00e9 or Unilever,\njust to name those listed by the Global Web Index, are an example of those with\ninitiatives that incorporate sustainable practices in their day-to-day\nactivities.<\/p>\n\n\n\n

Because\neven though what they say and what they do, does not always match, Generation Z\nin effect has a more committed position with the world. This reality forces the\nmarket to be more transparent. Millennials have already shown a marked aversion\nto opacity however, this generation takes it a step further and requires\ncompanies to get involved and have a clear purpose towards society.<\/p>\n\n\n\n

The\nchallenge for brands in their quest to conquer the new generation of consumers\nis clear. They must make their purpose, their reason to be, really transcend\nand connect with the aspirations and demands of young people who aspire to have\nthe possibility of a future.<\/p>\n","protected":false},"excerpt":{"rendered":"

Whiplash Team, November 1st 2019 The new generation of consumers demand more transparency from brands As the first representatives of Generation Z join the consumer and labour market \u2013in Spain some seven million people\u2013, Millennials become less relevant and organizations prepare to adapt to these…<\/p>\n","protected":false},"author":2,"featured_media":31350,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"yoast_head":"\nBrandsmith - The new generation of consumers demand more transparency from brands<\/title>\n<meta name=\"description\" content=\"Brandsmith The new generation of consumers demand more transparency from brands\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brandsmith - The new generation of consumers demand more transparency from brands\" \/>\n<meta property=\"og:description\" content=\"Brandsmith The new generation of consumers demand more transparency from brands\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandsmith.es\/en\/the-new-generation-of-consumers-demand-more-transparency-from-brands\/\" \/>\n<meta property=\"og:site_name\" content=\"Brandsmith\" \/>\n<meta property=\"article:published_time\" content=\"2019-11-01T10:50:57+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-11-01T10:56:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandsmith.es\/wp-content\/uploads\/2019\/11\/whiplash-127.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"612\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Nacho Noriega\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nacho Noriega\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/brandsmith.es\/en\/the-new-generation-of-consumers-demand-more-transparency-from-brands\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/brandsmith.es\/en\/the-new-generation-of-consumers-demand-more-transparency-from-brands\/\"},\"author\":{\"name\":\"Nacho Noriega\",\"@id\":\"https:\/\/brandsmith.es\/#\/schema\/person\/c784970f141a70b054637ebe25b23518\"},\"headline\":\"The new generation of consumers demand more transparency from brands\",\"datePublished\":\"2019-11-01T10:50:57+00:00\",\"dateModified\":\"2019-11-01T10:56:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/brandsmith.es\/en\/the-new-generation-of-consumers-demand-more-transparency-from-brands\/\"},\"wordCount\":550,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/brandsmith.es\/#organization\"},\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/brandsmith.es\/en\/the-new-generation-of-consumers-demand-more-transparency-from-brands\/\",\"url\":\"https:\/\/brandsmith.es\/en\/the-new-generation-of-consumers-demand-more-transparency-from-brands\/\",\"name\":\"Brandsmith - 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