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How Millennials and Gen Z Think Brands Should Address COVID-19

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Gen Z girl sitting on bed wearing face mask

Millennials and Gen Z are bearing the brunt of the coronavirus pandemic more than any other generation.

With unemployment rates skyrocketing and the global economy plummeting, millennials and Gen Z are bearing the brunt of the coronavirus pandemic.

According to Kantar’s COVID-19 Barometer, these generations are feeling the impact more severely than any other with 52% of millennials and 49% of Gen Z stating they have already experienced an impact on their household income. Twenty-six percent of the combined 18-34 age group is expected to be impacted in the future.

Holding Brands to a Higher Standard

Half of Gen Z and 46% of millennials say that companies should make donations to support the purchase of masks and sanitizers for hospitals.

Thirty-nine percent of Gen Z and 33% of millennials believe that companies should make donations to support scientific research.

Twenty-two percent of Gen Z and 23% of millennials feel that brands should set an example and guide the change (vs 18% overall).

In line with the general population, only 6% of millennials and Gen Z believe that brands should stop advertising.

Thirty-eight percent of people feel humor inappropriate in advertising at this time, with 41% of Gen Z and 39% of millennials saying that humor should not be used.

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