New research finds passion and purpose the key to youth marketing

Brands that market to younger consumers need to focus on giving brands authenticity, according to new Junkee Media and oOh!media research

Young Australians are putting brands on notice that they expect brands to support causes they value, according to fresh research undertaken by Pollinate Research on behalf of Junkee Media and oOh!media.

Presented at the Vivid Ideas Exchange in Sydney last week, the A Gender for Change survey of 2315 young Australians from both Gen Z (16 to 24 years old) and Gen Y/Millennials (25 to 35 years old), found 75 per cent agree one of the important aspects of a brand is supporting a cause they believe in.  

While technology imbues the lives of young people, those surveyed care about major issues and nominated climate change and the environment as the number one concern, followed by gender and social equality, animal welfare, poverty alleviation and refugee rights at the top of the list.

“Brands increasingly have a role to play in upholding the values and ethics that are important to young Australians and our data shows that they will support brands that support causes they believe in,” said Junkee Media CEO, Neil Ackland.

On the question of what makes a successful brand, having good quality products and acting ethically with integrity were almost as equally important to those young people surveyed. When it comes to brand identity, young people surveyed reported that they see brands as more than just the products they sell, and need to contribute to consumers’ lives. They should be honest and be ethical and demonstrate their integrity through their brand stories and content.

What was also clear from the research was brands should not be afraid to address big issues that politics is failing to address, particularly in the area of sustainability, the environment and climate change. Brands need a point of view and to demonstrate an authentic passion and purpose, according to respondents to the joint Junkee and oOh!media survey.

oOh!media chief customer officer, David Scribner, said A Gender for Change gives us insight into what young Australians are passionate about and what inspires them. "It also shows how advertisers can use this insight to communicate their message to truly engage this audience across digital and classic out of home, experiential and our unique online and on-campus student platforms,” he said.

To summarise this year’s ‘youth census’, as it’s been dubbed by Junkee, brands looking for a cheat sheet to understand young Australians need to know that nothing matters more than climate, Gen Z is less addicted to social media and screens and views technology as seamless in their lives, gender equality is important, and there is good news to tell, despite the serious issues in the world and brands have a positive role to play.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu   

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

AI ethics: Designing for trust

As artificial intelligence (AI) becomes much more prevalent and increasingly a way of life, more questions are being asked than answered about the ethical implications of its adoption.

Katja Forbes

Founder and chief, sfyte

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Its absolute over priced acquisition. The CEO, must be fired for this all cash transaction. Absolutely no justification for prospective P...

about_face

Analysts question long-term play of SAP's acquisition of Qualtrics

Read more

Latest Podcast

More podcasts

Sign in