What does Gen Z Want from Brands Right Now?

“May you live in interesting times.” Is this a blessing or a curse? On the one hand, “interesting times” are full of action and movement (fun!), and of course some drama (not fun). On the other hand, “interesting times” means that we are not bored with a daily routine and our eyes are opened to different situations (fun and not fun).

This year is certainly a year of interesting times with the coronavirus pandemic wreaking havoc in the world. Businesses closed, schools closed, no graduations, proms, or commencement ceremonies, and the daily worry about contracting Covid-19. Now add the social upheaval about policing, riots, and confronting racism, and our stress levels ratchets up to a very high level!

What do consumers want to hear from companies and brands right now? And, specifically, what does Generation Z want to hear? A recent survey of younger consumers aged 13 – 25 revealed that these young people want to see brands make a difference and explain how they are protecting employees, as well as protecting consumers. Here are some of the findings about the type of communications and contents that Gen Z wants:

  • 88% – Brands should be communicating about Covid-19.
  • 59% – Want information about how brands are keeping employees safe and financially protected.
  • 47% – Want positive and uplifting stories.
  • 55% – Want information about how brands are helping local communities.
  • 48% – Want resources to help consumers like accessing mental and health support.
  • 59% – Brands should donate profits from consumer purchases to relief efforts.

Basically, Gen Z wants to see authentic and sincere statements. Gen Z wants to see that the brands they buy are working to give back to local communities.

What messages are important to you?

Group Activities and Discussion Questions:

  1. Poll students: What is their opinion about a brand’s responsibility to the consumers in today’s environment?
  2. Divide students into teams. Have each team identify three messages that they would like to see from a brand. Consider giving each team a different brand to focus on for the messages.
  3. Put the messages together and compare the results of each group.
  4. Show the research infographic: https://www.adweek.com/brand-marketing/infographic-what-gen-z-wants-to-see-from-brands-during-a-pandemic/?utm_content=adoftheday&utm_source=postup&utm_medium=email&utm_campaign=FirstThingsFirst_Newsletter_200615054639&lyt_id=194931
  5. How closely does this match the students’ concerns?

Source: Ad Week

 

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