A Morning Consult survey released this week showed a declining pride in the United States of America among demographics, specifically revealing that a small number of Generation Z adults were proud to live in America.
When asked about how they view living in their country, Gen Z adults had extremely low opinions of the United States. While 52% of all U.S. adults said they were proud to live in this country, only 16% of Gen Z adults agreed. Within the baby boomer generation, 73% said they were proud, 54% of Gen Xers said so, and 36% of millennials.
The report revealed divides between age groups and several surveys shed light on how Gen Z operates. A notable point was what the demographic values in terms of where they spend their funds. Generation Z is considered to be those who were born between the years of 1997 and 2012.
Most customers in the United States — reportedly 59% since late December — note that they want to buy services and items from places that “reflect their social values,” the outlet noted. People in the Gen X group, which is generally Americans who were born between the years of 1965 and 1980, were in agreement with this concept the most at 61%. However, all of the groups were above 50%, with Gen Z adults coming in the lowest at 56%.
When looked at on a net level, the outlet noted that the share of the Gen Z population who said they support spending money due to values is only 28 percentage points more than those who do not support it. Baby boomers and millennials, however, were different by 40 and 41 percentage points.
Gen Z adults are also motivated by specific causes when it comes to how they shop. Respondents were asked if they would continue purchasing from a brand if the company took certain actions.
For Gen Z adults, 55% said they would keep purchasing from the company if it supported the Black Lives Matter movement, more than any other demographic. Additionally, 36% said they would do so if a company “supported a Democratic lawmaker,” slightly more than any other group. If the company “supported a Republican lawmaker,” only 10% of Gen Z adults would keep shopping there.
If a company was against “abortion access,” -16% of Gen Z adults would keep spending their money there. However, if the company worked “in a repressive country,” 3% would keep shopping. If a company worked “in a country that invaded a neighbor,” -4% would keep doing so. If the company’s “supply chain uses forced labor,” -14% of Gen Z adults would keep shopping there, whereas -36% of baby boomers would do so, as well as -25% of those in Gen X.