Gen Z leads the charge in economic boycotts

Key stat: 53% of US Gen Z adults say they have, are, or will participate in an economic boycott—more than any other generation, per a March 2025 Harris Poll.

Beyond the chart:

• Top boycott motivations include demonstrating consumer power (53%), dissatisfaction with current government policies (49%), and opposition to companies rolling back DEI initiatives (46%).
• Gen Z's digital fluency enables rapid mobilization and dissemination of boycott campaigns, often originating or gaining traction on platforms like TikTok and Instagram.

Use this chart: Brand marketers can use this chart to make the case for committing to social and political issues that align with Gen Z values, proactively monitoring social media channels for emerging concerns, and highlighting ethical practices.

Related EMARKETER reports:

• Brand Safety on Social Media in 2025 (EMARKETER subscription required)
• Impact of Tariffs on US Businesses (EMARKETER subscription required)

Methodology: Data is from a March 2025 The Harris Poll survey as cited by The Guardian. 2,137 US adults were surveyed online during March 8-12, 2025.