5 brand experts reveal how to survive and thrive when marketing to the emerging generation coming after millennials
Kantar’s O’Neill offers his key pointers to winning over Gen Z:
Be Responsible: In a world not meeting their ideals, Gen Z respect brands that take a stance on the issues that are important to them. Integrity, honesty and action, especially around issues of equality and diversity, are increasingly seen as hygiene factors and ‘purpose’ can be a valuable differentiator.
Be Authentic: Reflect reality – don’t be untouchable, perfect or sugar coat reality. Sure, be aspirational, but be supportive and sprinkle with real life, real people, no filter.
Be There: There’s a huge opportunity for many brands in the heavily socially influenced consumer decision journey. Know the needs and touchpoints important to Gen Z for your category and brand and gain a relevant presence.
Be Relevant: Time is not a gift Gen Z will donate to you, you need to earn it. Sharpen your communications to make your proposition relevant across platforms and formats; elevator pitches are now 10 seconds if you’re lucky.
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In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
