‘ACTIVIST GENERATION’: CHANGING THE WORLD ONE PURCHASE AT A TIME

While a focus on the sustainability of personal actions is an increasingly prevalent trend amongst most generations - it is Gen Z through their heightened awareness and sensitivity to the topic that are driving and spearheading this change.

Ethical consumerism, moral purchasing and ‘dollar voting’: they all refer to new and contemporary forms of consumer activism where personal spending power is used to either support or challenge brand practices.