B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
77%
77% -- consumer preference for values aligned brands for Gen Z consumers (2025)
77% of Gen Z consumers choose brands whose values align with their own according to a Deloitte survey.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
77%
Unit
Percentage
Data Vintage
2025
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
Deloitte
Primary
Tier C
https://lifestyled.marketing/blog/the-rise-of-the-wnba ↗
Source Article
The Rise of the WNBA: A Mission-Driven Brand — Lifestyled Marketing
The Rise of the WNBA: A Mission-Driven Brand
The Women’s National Basketball Association (WNBA) isn’t just a professional sports league; it’s a movement. Since 1996, the league has championed women’s empowerment, diversity, and social change. By weaving purpose into every play, the WNBA shows how mi…
Original Research
Deloitte
· Original study ↗
Methodology
Cited as 'a recent Deloitte survey'; specific survey details not provided in source
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Gen Z consumers: 77% consumer preference for values aligned brands. Source: Deloitte (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gen-z-values-aligned-brands-deloitte
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<blockquote cite="https://lighthousedata.io/data/gen-z-values-aligned-brands-deloitte" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>77%</strong> -- consumer preference for values aligned brands for Gen Z consumers<br><small>Source: Deloitte (2025) · <a href="https://lighthousedata.io/data/gen-z-values-aligned-brands-deloitte" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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