Marketing to Gen-Z Mastering

Gen Z is defined in part by birth years
which means they were born after

Millennials starting in 96. But based on
the talk I’m going to give they’re

defined by mindsets. And so when I talk
about youth culture I look at how youth

culture impacts not only other young
people but Gen X and baby boom buyers

because many of the trends we see with
buyers start with young people.

We’re also seeing now millions of young
Gen Z folks going into the workforce for

the first time as well. The topic of
purpose is not new it’s important

because it impacts employees and
consumers employees also touch consumers

and I can’t find too many examples of
successful brands that don’t have

incredibly powerful employee cultures in
addition to consumer cultures. It’s hard

to separate A and B in my view and so as
I think about socially conscious

it depends on your goal and it depends what
you’re trying to get done but usually at

this stage for most brands research is
gonna suggest its purpose and something else.

So purpose plus something, as opposed to purpose alone.

So we’re gonna give a pair
of shoes away to everyone who buys a

pair great strategy when the world is
uncluttered and there aren’t very many

purpose driven brands. Would that
strategy be as effective today for

someone who introduced a new brand? I
think it’s unlikely and so our research

would suggest for many brands it’s the
combination of purpose and another key

driver that will impact brand preference.
When we talk about brand preference

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consumers actually do prefer brands.
There’s a myth that they don’t.

There are certain categories that are lower
interest in certain categories that are

higher interest. So your clothing might
be more important to you than your

toilet paper not that I have anything
against toilet paper but it’s a category

that could be different to you and we’ve
looked at this data. The important thing

to understand is your brand isn’t very
strong consumers are willing to trade

way to private label alternatives. But
they’re willing to pay a modest premium

for brands that they prefer which may be
a purpose-driven brand or it may be a

brand that competes based on another
factor could be innovation could be

flavor could be any number of other key
driver factors that would cause someone

to pay a small premium for something
that aligns their values their

beliefs and their preferences.


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