Gen-Zers are inspired most by people they trust and those involved in their lives
How Can US Brands Reach Gen Z · page 4 of 8
Source: BCG Gen Z Survey, May 2023. Notes: Respondents were asked to select from a scale of 1 to 7 on which 1 was “significantly less likely to purchase” and 7 was “significantly more likely to purchase”; net influencer or net dissuader scores were calculated as the percent of respondents selecting 6 or 7 (influenced) and the percent of respondents selecting 1 or 2 (dissuaded). Gen Z n = 317; millennials n = 284; Gen X n = 73; boomers n = 75. Question was asked only about the apparel, footwear, and accessories category.
Consulting deck · key_takeaways · analyze_data · balanced density
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Contrast Pairs loop · 80%
Chart opposes 'Net Dissuader' (red) vs 'Net Influencer' (green) zones.
Action Titles slide · 95%Title states the insight: 'Gen-Zers are inspired most by people they trust and those involved in their lives'.
Annotation slide · 85%Direct '41%' callout pinned to the top Gen Z point ('recommended by friends').
Audience Definition slide · 70%Gen-Zers are inspired most by people they trust and those involved in their lives
Chart Selection Guide slide · 85%Slope/dot chart spans 'Net Dissuader' to 'Net Influencer' axes — fits a comparative ranking.
Color Strategy slide · 75%Red shading = dissuasion, green shading = influence — sentiment encoded by hue.
Data Story Arc slide · 60%Dot plot comparing purchase influence factors across Gen Z, Millennials, Gen X, and Boomers
Visual Hierarchy slide · 80%Pull-quote left panel (white on green) makes the headline insight unmissable.
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