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  "documentTitle": "How Can US Brands Reach Gen Z",
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  "notes": "Uses a bubble chart visualization to represent percentages across four generational cohorts.",
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      "text": "Gen-Zers are ... Twice as likely as older consumers to recommend a brand when asked. Three times more likely than older consumers to criticize a brand when asked",
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      "text": "Source: BCG Gen Z Survey, May 2023; Question: Think about brands in beauty and skincare. Have you recommended or criticized any brand in the past twelve months? Note: Gen Z n = 324; millennials n = 308; Gen X n = 60; boomers n = 54. Question covered only the beauty and skincare category.",
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      "text": "recommendation/criticism frequency: 2.1x",
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      "text": "Gen-Zers are more opinionated than prior generations",
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