Meredith Corporation’s Data Studio and The Harris Poll today announced the results of an in-depth survey about Generation Z women, revealing the profound impact that COVID-19 has had on their lives, their priorities for the future and their views on careers, relationships, racial injustice, social media and brands. Although Gen Z women believe their lives have been put on hold by COVID-19 (32%), today’s 16- to 23-year-old women are more likely than other generations to be excited to build their lives in the new normal after COVID-19. Three-quarters (77%) of Gen Z women say that COVID-19 will have a long-term impact on their world view, and 70% believe that it has shone a spotlight on racial injustice in this country.
America’s most multicultural generation has faced the highest levels of discrimination, with six in 10 Gen Z women saying they have been discriminated against because of their race. More than eight in 10 (82%) of Gen Z women say, “Racial equality is more important to our country now than ever before.” When it comes to their relationships with brands, over three in four (76%) say, “I would like to see more women of color embraced in companies’ services and products, not just their marketing.” Almost eight in 10 (78%) have broken up with a brand for some reason, including the brand’s price, racial discrimination and labor practices, and half of Gen Z women have called out a brand that behaved in a way that they believed was unethical.
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