Marketing to Gen Z, party of one

Generalised marketing is out. Gen Z demands an individualised experience that leverages technology to predict their needs and wants—and they’re willing to trade their personal data for it.  

Three questions brands should ask before speaking out on social issues

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.   

Why your next brand collab should be with Gen Z

Gen Z holds $143 billion in spending power—but if you follow us, you already know that. What you might not know is exactly how Gen Z wants to make its mark on retail and how you can adapt accordingly. For starters: the brand collaboration with the greatest potential to grab Gen Zs’ attention might just be a collaboration with Gen Zs themselves.   

A sneak peek inside a Gen Zers' makeup bag

The beauty industry has been growing like crazy, fuelled by a crop of independent brands that Gen Zs adore. To understand how Gen Z discovers new brands and what they look for in cosmetics and skincare products, we asked a Gen Z what's in her makeup bag. Here's what she said.   

When it comes to money, we should all act more like Gen Z

Today’s younger consumers are generally seen as more liberal in their outlook and expectations of life. What may be surprising however, is the traditionalism and conservatism, which the Gen Z generation attach to money and regulating personal finances.

Gen Z wants transparency about where their clothes come from

Most apparel consumers have no idea how or where their clothes are made, and for a long time few have questioned it. But with the rising social consciousness of Gen Z, and their use of social media to demand more transparency from retailers, we may be witnessing a sea-change in the way that apparel brands operate.

Five marketing myths about Gen Z, debunked

Every generation of consumers comes with its own set of misconceptions about what they like — and what they don’t. Here are five commonly held beliefs about Gen Z that marketers ought to reconsider.

Recycling fashion for the greater good: a perfect fit for Gen Z

Most of us can attest to denim’s resilience; how a pair of blue jeans purchased ten years ago could still be worn today without any sign of wear or tear. In fact, the oldest-known pair of Levi Strauss jeans is about to celebrate its 140th anniversary — and if it wasn’t safely behind museum glass, it would still be wearable. But few of us could have predicted recycled denim would have enough staying-power to provide insulation for housing. Regardless, that’s exactly what a new corporate social responsibility initiative known as Blue Jeans Go Green is setting out to accomplish in the US : By recycling hundreds of thousands of pairs of worn-out jeans, Blue Jeans Go Green hopes to provide warm interiors for those in need of homes.

How brick-and-mortar gyms can compete against in-app fitness

Gen Z health and fitness marketers of the world, meet Kayla Itsines. The 27-year-old fitness instructor and self-made millionaire from Adelaide, Australia has turned herself into one of the most-recognised fitness influencers on Earth. Analysts forecast that her fitness app, “Sweat: Kayla Itsines Fitness,” will garner around $77 million in revenue in 2018 alone. Her 8.9 million Instagram followers include the likes of well-known supermodels and gold-medal Olympic swimmers. Itsines is just one of a crop of up-and-coming fitness influencers who’ve become social media superstars — and whose popular workout routines pose a challenge to long-established, brick-and-mortar fitness brands. For more established companies in the wellness industry, this is the kind of thing that should make you stand up and pay attention.

Why health and wellness brands need to appeal to Gen Zers holistically

Between the resurgence of ‘80s and ‘90s sports brands Ellesse and Kappa, and the countless coffee shops filled with young people in yoga gear, it is fair to say that the athleisure trend is well and truly cemented in Gen Z culture. In fact, according to some, athleisure is the defining fashion trend of the 21st century so far.

Three brands that get an A* for creative Gen Z marketing

Previously, the idea of ordering a Big Mac meal straight to your door seemed implausible. A little over a year ago, McDonalds partnered with Uber Eats and Gen Z across the UK rejoiced that yet another of their favourite brands could now arrive at their front door at the touch of a button, without them ever leaving their homes

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