“Gen Z consumers may be thoroughly digital, but new research finds they are still keen on discovering new brands while in physical stores. And they take plenty of pride in discovering brands before others, so they can envision themselves as early adopters. The brands that mean the most to them are those with a connection to a cause they care about.” https://www.mediapost.com/publications/article/340873/research-gen-z-looking-for-new-brands-big-hearts.html