We Are Futures

The future of your business depends on how well you understand young people.

2 of 4: Gen Z Values: Shaped by austerity and persistent inequality

29 June 2021 by Matilda Leave a Comment

Gen Zs are passionate about issues relating to social equality. In part, this can be explained by them growing up in the social information age. This has given them more access from an earlier age to news about social inequality than any other generation before them.

Their views were shaped during a recession, when issues of corporate social responsibility, diversity and social fairness were high on the agenda. But through their own eyes they have seen the persistence of inequality in many forms, amplified by high profile campaigns such as #BLM and #ReclaimTheStreets.

April this year saw H&M launch their ‘Role Models’ campaign: a global initiative to find and empower the kids that are making progress on social equality, sustainability, education and more. While the UK launch of Unilever’s Lifebuoy included a focus on addressing hygiene inequality – by distributing product to schools in deprived areas of the UK.

Today’s Young People see through corporate greenwashing and the disingenuous support that many brands have shown toward causes like BLM and #ReclaimTheStreets. Could the next movement you consider supporting benefit from an ‘Ideas for Young People, by Young People’ approach?

Almost half of all Gen Z social views are in constant flux.

“ Investing in my development is of more value to me than sponsoring a festival or pushing their products at me with celebrities  or whatever.”– Gen Z survey participant

Filed Under: Uncategorised Tagged With: austerity, connecting with gen Z, Gen Z, inequality, values

1 of 4: Gen Z Interests: hard-to-pin-down stimulation seekers

22 June 2021 by Matilda Leave a Comment

Gen Z are a moving target, difficult to classify into neat brackets. More fluid than any other generation. They tend to move between multiple interests, cultural genres, opinions and even identities. They themselves attribute much of what makes them unique to growing up in the age of social media.

While some of them are critical of social media’s contribution to higher levels of anxiety, they also praise it for the opportunities it has given them to learn and embrace change.

With fluidity has come the expectation of stimulation and choice in terms of their education, career path and work role. Companies that fail to appreciate the fluidity of Gen Z and instead treat them as a homogenous group with linear career paths and singular interests will fail to engage them.

Avon’s #LiftLockPop set out to reach Gen Z over TikTok. Their inaugural TikTok campaign is a Branded Hashtag Challenge #LiftLockPop, supporting its latest beauty innovation, Unlimited Instant Lift Mascara. The lash lifting mascara is a ‘content perfect’ product for the campaign as users can enjoy watching the lift and lock transformation.

While our own work for brands such as Nike, has provided stimulation to some young people they weren’t consciously aware they needed. Our Nike Training Club helped to turn brand fans into athletes!

Could you step in to provide support & stimulation to your emerging consumers & Gen. Z natives? Brands that can are much more likely to gain & retain their custom.

Filed Under: Uncategorised Tagged With: Gen Z, interests, social media

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