Given the central role that Gen Z plays in today’s world, the inaugural 2023 Brand Goodness Report examines a national sample of 1,228 Gen Z respondents and ranks their perceptions of 100 diverse brands across 16 industry categories. The report, a collaboration between the Institute for Business Ethics and Sustainability, M-School, and NinetyEight (a local ad agency founded by M-School grads), explores Gen Z’s perceptions of issues that matter the most to them and which brands are perceived as doing “good” for the planet and its people.
Access the full report here.