A recent UNiDAYS survey revealed that Gen Z students are worried about the future. Brands that give back are getting ahead by building meaningful and lasting connections with Generation Z.
What keeps Gen Z students up at night?
We asked, and Gen Z answered: Day-to-day worries such as money, finances and coursework concern them most. But, zoom out, and you’ll see the bigger picture. Outside of personal health, Gen Z sees family, friends and “the future” as top concerns. What does this say for brands trying to relate to this generation?
If you *truly* want to establish an emotional connection with Gen Z, you’d be wise to pay attention to one particular answer: “the future”.
What does the future mean to Gen Z?
But for this generation, what exactly does “the future” mean? According to Gen Z students, it’s shorthand for the political climate, environmental concerns, career opportunities and any other big picture issues that impact the road ahead.
Making good with Gen Z on the future isn’t as easy as it sounds. Many corporations aren’t comfortable with stealing a page from Patagonia’s playbook. Historically, most companies have shied away from tackling issues that are polarising, lest they risk losing potential customers. But one thing is for sure, if you want to gain affinity, the kind that pulls at Z's heart strings and can last a lifetime, it is critical that you take a look at how your brand can play a role in Gen Z’s future.
The thing is, doing good doesn’t have to be stressful or invite politics. You can take small steps that matter in big ways, without alienating the masses. Perhaps your brand has a philanthropic arm or works with a charity -- make sure you tell Gen Z about it. Instead of dropping £50,000 on a digital campaign, launch an internship competition to let them know they have your support. Find ways to support healthy living in your community and the health of Gen Z’s collective future. And most importantly, don’t forget to invite Gen Z to help build that future with you.
When it comes down to it, social and societal wellness are integrally tied to personal wellness for Generation Z. Let’s not neglect this very important piece of the greater holistic puzzle.