Building Trust: Sustainability and Brand Reputation Perception Among Gen Z Consumers in Switzerland's German-Speaking Region

Abstract

For food companies, trust with consumers is crucial. According to studies, younger consumers, particularly the digital-native Gen Z, are increasingly critical and informed due to their heightened internet and media literacy, as well as being exposed to a multitude of publicized scandals, making them prioritize transparency and sustainability from brands, particularly in industries like food where companies may have a history of controversies.

This thesis aims to help the client, a Swiss multinational food company, identify new and innovative strategies for targeting Gen Z consumers.