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  "documentTitle": "How Can US Brands Reach Gen Z",
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  "notes": "Survey data from BCG Gen Z Survey, May 2023.",
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      "text": "BRAND OPENNESS BY GENERATION (%)",
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      "text": "Did not have anything in mind; Had an idea but was open to alternatives; Had an idea and was not open to alternatives; Knew exactly what I wanted",
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      "text": "Brand openness: 25",
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      "text": "Q: Think back to when you first started considering this purchase. At that time, to what extent did you know which brand(s) you were going to buy from?",
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      "text": "Source: BCG Gen Z Survey, May 2023. Notes: Gen Z n = 272; millennials n = 299; Gen X n = 65; boomers n = 100. Question was asked only about the apparel, footwear, and accessories category.",
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