Relevant Brand: AI Ethics and the New Generations of Consumers

New generations don't just buy products or services; they invest in brands that reflect their values, especially when it comes to ethics and sustainability in the age of artificial intelligence. Consumers in 2026, particularly Gen Z and Millennials, are extremely sensitive to companies' social and environmental impact, and ethical choices related to AI have become a fundamental purchasing criterion.

What is Ethical Brand Purpose? Ethical brand purpose is a company's deep commitment to operating according to high moral and social principles, integrating environmental responsibility, transparency, and the ethical use of technology, especially Artificial Intelligence, into every aspect of its business. It's not just marketing; it's the core of a company's strategy to attract and retain new generations.

Why is AI Ethics the New Magnet for Young Consumers?

Ethics in Artificial Intelligence has become a decisive factor because young consumers are the most exposed to and aware of AI's implications, from privacy to social impact. Their choices are driven by trust and transparency.

An authoritative resource on this topic is Branding Magazine, which provides in-depth data and analysis.

In practice, recent AI-related controversies, such as Anthropic's apologies for hidden "guardrails" in Claude Fable 5 or reports of deepfakes on platforms like Grok, have highlighted a growing demand for transparency and accountability. Informed and connected consumers reward brands that take a stand and act with integrity. According to an Edelman survey (2025), 72% of consumers under 35 state they are willing to pay more for products and services from companies with a strong ethical and social commitment, especially in the tech sector. This means that a brand that does not clearly communicate its ethical purpose and its approach to AI risks losing a huge market share, estimated at up to 25% of growth potential by 2030 (Accenture, 2026).

To delve deeper into this aspect, Design Council offers detailed and updated resources.

Those working in this sector know that declaring values is not enough; it's necessary to demonstrate them with concrete actions. Direct experience with AI technologies, for example, shows how a brand's perception can radically change based on its data management or the transparency of its algorithms. A mission and vision generator like the one offered by Dómini InOnda can help define these principles clearly and authentically from the outset.

As also highlighted by Forbes Branding, this trend is redefining the sector.

From Responsible AI to Sustainability: Expectations for 2026

Modern consumer expectations go beyond the simple product, embracing the entire lifecycle and the impact a brand has on the planet and society. This includes the responsible use of AI and the sustainability of technological infrastructures.

Attention to the environmental impact of technologies is growing. For example, the news that Amazon's data centers used 2.5 billion gallons of water last year generated significant discussions about AI's ecological footprint. New generations not only expect brands to use AI ethically (avoiding bias, ensuring privacy) but also sustainably. Companies that invest in low-impact AI solutions or actively communicate their efforts to reduce the energy consumption of their AI systems gain valuable points. A brand that integrates AI ethics into its brand identity and values, as can be defined with Dómini InOnda's brand values generator, positions itself as a leader and not just a provider.

Here's a simplified comparison of how different approaches to brand purpose influence the perception of new generations: