Beyond Profit Podcast: Purpose-Driven Gen Z, with Brad Brinegar

According to a recent study by the consultancy Cubist Martini, 65 percent of Gen Zers, or those between the ages of 20 and 25, said they are willing to pay an average 48 percent more for products from purposeful brands, and 49 percent said they are willing to earn 20 percent less to work for a purpose-driven brand. Moreover, 63 percent of respondents said it's very important or extremely important for businesses to step up and address challenges facing society. What the data clearly suggests is that operating with an authentic purpose creates additional value for both consumer and employer brands.

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu catches up with Brad Brinegar, founder and principal at Cubist Martini and executive in residence at Duke University's Innovation & Entrepreneurship Initiative, to discuss the Gen Z study and what it means to marketers, the expectations of Gen Zers, how brands can achieve sustained growth through a focus on purpose and values, and more.

You must be logged in to submit a comment.