'Woke’ has become a term that follows Gen Z like a bad smell.

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Whether it’s in the form of an unfavorable headline, a push notification about the latest iteration of activism or a thinly-veiled social media dig, this word has bred a generational divide. 

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Trends like ‘ok boomer’ poke fun at the opinions of older generations. If young people are disrespectful of their elders, they’ll clap back that “be kind” is a principle inapplicable to those who took all the houses and destroyed the planet. 

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This report asks the question that every marketer is desperate to ask, but hesitant to voice: Are Gen Z going to cancel me? 

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We share exclusive data – some of which may surprise you, and give you actionable insights into what the future of activism looks like for a generation labeled ‘the changemakers of tomorrow’.

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What are you waiting for?

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Download your copy now.

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