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The consumer is more disloyal than ever and brands are in risk of falling into irrelevance. Brands traditional values are no longer useful today to connect with consumers, especially with the youngest ones.

Z Generation searches in brands a mirror of their own values.


72% of Spanish consumers are more willing to get products and services from these brands which share a purpose with them, which reflect their values and personal beliefs, and they discard buying those brands that lack this commitment.