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Welcome back to Copper’s ongoing series on Gen Z and Millennial engagement in the 2024 US Presidential Election. In our first article, we explored the voting behaviors and political leanings of these younger generations, emphasizing their growing role in shaping the future political landscape. Now, in our second blog, we’ll dive deeper into the causes these generations care about and how brands and marketers can authentically connect with them by aligning with their values.
As a market research firm, Copper conducted an extensive survey, offering invaluable insights into how these two generations’ values and priorities translate into consumer behavior and spending power. For marketing teams, agencies, and high-level management, understanding these dynamics is crucial to forging meaningful connections with this increasingly powerful demographic.
Although Gen Z and Millennials may not yet dominate the highest income brackets, their collective spending power is rapidly expanding. Many of these individuals are still in the early stages of their careers or pursuing education. According to our survey, 27.2% of 18-34-year-olds report household incomes under $15,000 annually, with 16.5% earning between $30,000 and $49,999. However, it’s important to note that 19.5% of respondents report household incomes of $50,000 or more, with 4.2% of them earning $100,000 to $149,999 and 1.5% making over $150,000. These numbers show that Gen Z and Millennials are increasingly becoming economic players.
Beyond current income, these generations are set to inherit significant wealth, further boosting their future spending power. Additionally, their purchasing decisions are strongly influenced by their values, which shapes how they spend their money today.
Key Takeaways for Brands:
Our latest survey data paints a clear picture of the issues Gen Z and Millennials care about—and how brands can use this information to engage with them authentically. The following causes stood out as most important in shaping these generations' views heading into the 2024 US Presidential Election.
Brand Connection Tip: Demonstrating a commitment to supporting women's health and reproductive rights, through internal policies or partnerships with nonprofits, will resonate with younger consumers. Brands in healthcare, fashion, or wellness sectors may especially benefit from this alignment.
Brand Connection Tip: Brands can play a role by raising awareness about mental health, offering employee wellness programs, or contributing to mental health initiatives. Companies offering wellness products or services can develop messaging that supports mental health in the workplace and beyond.
Brand Connection Tip: Financial education and support tools, such as student debt relief programs or partnerships with financial planning platforms, can build long-term brand loyalty. Offering pricing strategies that address affordability, such as discounts or pay-over-time models, can also appeal to this cost-conscious generation.
Brand Connection Tip: Advocacy for safer communities, through partnerships with gun safety organizations or public pledges to reduce violence, can help brands establish trust with Gen Z and Millennials. Brands associated with safety and education have an opportunity to stand out by addressing this concern.
Brand Connection Tip: Offering educational resources, scholarships, or partnerships that support educational advancement will position your brand as a champion of this cause. Brands can also promote workforce training programs or initiatives that help younger consumers transition into careers, further building brand trust.
Brand Connection Tip: Brands that demonstrate real commitments to sustainability—such as reducing their carbon footprint, using eco-friendly materials, or supporting environmental causes—will find favor with this eco-conscious generation. Gen Z and Millennials are highly responsive to transparent sustainability initiatives, and companies that greenwash risk alienating these consumers.
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For marketers and brands, the alignment between the issues Gen Z and Millennials care about and their consumer behavior is undeniable. As this group’s economic power continues to rise, they seek brands that reflect their values—particularly brands that don’t shy away from important social or environmental causes.
Our survey data suggests that marketers who align their campaigns with the following strategies will be most successful.
Highlighting your brand’s commitment to meaningful causes—whether it’s advocating for mental health or taking action on climate change—should be an integral part of your marketing. According to our data, 43.7% of respondents are more likely to support a brand that actively takes a stand on social issues, with that figure rising to 51.2% among Gen Z.
These generations have a low tolerance for performative activism or corporate social responsibility initiatives that feel inauthentic. Be genuine in your efforts and transparent about the impact of your work. 54.9% of respondents reported that they can quickly detect when a brand is not authentic in its efforts.
As digital natives, Gen Z and Millennials expect seamless digital experiences. 62.1% of respondents engage with brands more frequently through social media, and 47.8% say they are more likely to interact with brands that offer engaging digital content.
As we approach the 2024 US Presidential Election, Gen Z and Millennials are emerging not only as key voters but also as an influential economic group. Their buying power is tightly linked to the values they hold, and they expect the brands they support to share those values.
For businesses, marketers, and agencies, this presents a valuable opportunity to connect with younger consumers in meaningful ways. By aligning your messaging with the causes they care about—whether it's women’s rights, mental health, climate change, or economic stability—you can foster deeper loyalty and create more lasting relationships with this influential demographic.
Copper is a market research firm dedicated to helping brands understand the evolving landscape of consumer behavior. Through deep data insights and comprehensive research, we offer guidance on how to engage with today’s most influential generations.
Want to understand Generation Z better? Explore our blog for in-depth insights into this vibrant community of young consumers.
Our mobile-first technology enables Copper to gather comprehensive quantitative and qualitative data and gain invaluable insights. Whether you're a senior marketer, customer insights professional, or a brand strategist, we can help you and your brand connect more effectively with Gen Z.
Contact us today to learn more.
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