B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Aging
49%
49% -- gen z brand boycott rate for Gen Z consumers (2024)
49% of Gen Z consumers report having boycotted a brand due to a lack of representation in its marketing.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
49%
Unit
Percentage
Data Vintage
2024
Entity
Geography
US
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Deloitte
Primary
Tier C
https://imaginationpersonified.com/2025/02/27/dei-in-advertising-usa-industry-insights-consumer-expe… ↗
Source Article
DEI in Advertising in the USA
Industry Insights & Consumer Expectations
Diversity, Equity, and Inclusion (DEI) in advertising are no longer optional—they are essential for brands looking to connect authentically with today’s diverse consumer base. While brands have made progress in integrating inclusive marketing strategies, dat…
Original Research
Deloitte
· Original study ↗
Methodology
Deloitte research, cited via secondary article
Methodology documented
Segmentation
IndustryMedia
RegionUS
RoleAll marketers
Channelmulti-channel
Cite this stat
Plain Text
Gen Z consumers: 49% gen z brand boycott rate. Source: Deloitte (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gen-z-boycott-representation-2024
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<blockquote cite="https://lighthousedata.io/data/gen-z-boycott-representation-2024" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>49%</strong> -- gen z brand boycott rate for Gen Z consumers<br><small>Source: Deloitte (2024) · <a href="https://lighthousedata.io/data/gen-z-boycott-representation-2024" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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