Why Generation Z doesn’t give a damn about gender

Diversity, discrimination and gender are three words that are even in the soup in the (sometimes heated) current social debates. But what opinion does Generation Z (the new “pretty girl” of brands) have on these three topics? A recent study carried out in Germany by the Fischer Appelt agency and the Appinio market research institute puts answers on the table to answer this question. To undertake their research, Fischer Appelt and Appinio interviewed a thousand young people between 16 and 19 years old.

Media, music and fashion are the industries most permeated by diversity

Questioned about the sectors of industry email list activity that most contribute to promoting diversity. Adolescents rate the media (66%), music (66%) and fashion (62%) sectors as particularly diverse. According to the youngest. Non-diverse structures continue to be, on the contrary. The dominant ones in politics (48%) and business (48%). Also 36% of Generation Z observe a flagrant absence of diversity in the sports universe. Although centennials fervently demand that brands raise the flag of diversity, the truth is that 85% are unable to specifically mention any brand directly related to this issue. Fischer Appelt and Appinio’s research also places the diversity of Generation Z in relation to their own gender identity . 

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The study also infers that 61% of DM Databases Generation Z confess to having experienced some type of discrimination in their daily lives. In relation, for example, to their physical and intellectual abilities (19%), their age (18%) and their ethnic origin (16%). Factors such as appearance. Weight, height or gender are also among the triggers for the discrimination experiences with which centennials are confronted. The financial situation of adolescents also seems to play a determining role in discrimination. In general terms. The most well-off adolescents are less susceptible to discrimination than those with fewer economic resources. Topics 48% of young people clearly identify as women.

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