B
Evidence Grade B
Graded
under review
Safe to Cite
Current
65%
65% -- share of gen z willing to pay premium for purpose driven brands for Gen Z (2026)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
65%
Unit
Percentage
Data Vintage
2026
Entity
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
Cubist Martini
Primary
Tier C
https://www.bhnrewards.com/blog/best-online-gift-cards-to-reward-every-generation/ ↗
Source Article
Best Online Gift Cards to Reward Every Generation
Original Research
Cubist Martini
· Original study ↗
Methodology
Attributed to research from Cubist Martini; also reports average premium of 48%
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Gen Z: 65% share of gen z willing to pay premium for purpose driven brands. Source: Cubist Martini (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gen-z-pay-more-purpose-driven-brands
HTML Embed
<blockquote cite="https://lighthousedata.io/data/gen-z-pay-more-purpose-driven-brands" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>65%</strong> -- share of gen z willing to pay premium for purpose driven brands for Gen Z<br><small>Source: Cubist Martini (2026) · <a href="https://lighthousedata.io/data/gen-z-pay-more-purpose-driven-brands" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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