GEN Z COMES OF AGE AMIDST A CRESCENDO OF BRAND ACTIVISM For details on the source of each set of data above please ref er to the Technical Appendix. 4 Covid - 19 Pandemic 45 % Racial Justice 60 % Employee Treatment 75 % Climate Change 64 % Geopolitics 47 % Economic Inequality 60 % MAR JUN JUN NOV JUN MAY 2020 2021 2022 Percent who buy brands on their beliefs & values... 2018: BUYING ON BELIEF GOES MAINSTREAM 2020 – 2022: PORTFOLIO OF ISSUES FOR BRANDS TO ADDRESS EXPANDS Percent changing buying behavior because of a brand’s response to... 64 % June 2018 Change, June 2017 to June 2018 +13 pts