14 GEN Z WIELDS TREMENDOUS INFLUENCE Percent who say Teenagers and college - aged people influence... What we buy (avg) How we create change 2022 Edelm an Trust Barometer Special Report: The New Cascade of Influence. KID_INFLU. To w hat degree, if any, w ould you say that the f ollow ing things about you and your behavior today have been inf lue nce d by teenagers and college - aged people? 5 - point scale; codes 3 - 5, moderately or more. Attributes show n to half of the sample. Gene ral population, 14 - mkt avg., and by age. “What w e buy” is an average of attributes 1, 4 - 10, and 13. 70 67 57 39 Age 18-26 27-41 42-55 56+ 65 63 50 35 Age 18-26 27-41 42-55 56+ 52 % Global 14 58 % Global 14 How green or diverse my brands need to be Products I use If my brands need to take stands How I talk with and about brands How I shop How I support the causes I care about