When it comes to sustainability, Gen Zs are hungry for change. More than any other generation, Zs expect brands to be conscious of the mark they leave on the environment.
Gen Zs pride themselves on their individuality, and they have a very fluid definition of self. They don't define themselves by tidy demographic segments, and as a marketer, you shouldn't either.
Conscious capitalism, or the idea that brands need to stand for something other than profits, has reached critical mass. Here are some things you should keep in mind before embarking on a socially-conscious marketing campaign.
Picture a woman. She is wary of credit cards, and saves up her money for big purchases. When she does make a purchase, she is focused on value; some might even call her frugal. On the whole, she is skeptical of banks, and when she does bank, she strongly prefers a bank with physical locations. No, I’m not talking about your grandma. I’m talking about the young, smartphone-toting college student next door.
Campus dining halls ain’t what they used to be. Long gone are the days of standing in line for trays of beige, oily, unappetizing food. Colleges have really upped their food game, offering metric-tons of high-quality options.