Want to capture the hearts of Gen Z? Have the courage to take a stand
A look at how some brands have taken action to attract this generation, made missteps, and what you can do today.
As a corporate communicator or marketer, if you’re looking to connect your brand to the hearts and minds of the 65 million Americans considered to be part of Gen Z, it’s time to take action. Literally.
Recent research our CBX agency conducted in partnership with sister agencies Lonsdale Paris and Cowan Shanghai reveals that a whopping 80% of Gen Z respondents think that corporations and consumer brands have a role to play in making the world a better place. Notably, Gen Z feels—symbolically on their backs and literally in their wallets—the burden of social ills and environmental problems that they perceive resulting from the blunders of their parents’ generation. One study respondent told us, “We deal with the consequences of earlier generations, so we see things differently.”
Furthermore, Gen Z has come of age in a time of instant gratification and endless information at the touch of their fingertips. If communications and marketing professionals fail to meet the ethical and social standards of these young consumers, they’ll instantly take their business elsewhere.
Expectations for communications engagement
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