75%
StatTrends
Three quarters of young consumers want a hand in shaping the brands they buy
75% of gen Z and millennials say they are interested in getting more involved with their favourite brands, from co-creation to influencing innovation. The audience for co-creation is not a niche of superfans - it is three quarters of the young market.
Source
VML, The Future 100: 2026 (2026)
VML Intelligence (Emma Chiu, Marie Stafford)
VML Intelligence SONAR, The Future 100: 2026, s. 111
Go to the originalMore from this source
StatPeople are pessimistic about the world but optimistic about their own livesStatNine in ten people want experiences that outlast the experience itselfStatPeople are openly asking brands to entertain them - and say most brands all look the sameStatGenerative AI use is mainstream, from research all the way to companionshipWarningAI adoption is mass-market but the anxiety adopted right along with itStatFour in five shoppers still prefer a human over a botStatConsumers will let AI plan the shop but not spend the moneyPrincipleThe public draws the AI-human line at empathy and creativityStatCreativity now outranks possessions as a marker of statusStatMost people don't care if an ad was made by AI - but music gets judged harderStatConsumers protect spending on children, health and pets and cut nearly everything elsePrincipleTreatonomics: consumers trade down everywhere except the small joys