There was a time — not so long ago — when Enron executives were collectively known by their clients as “the smartest guys in the room.” There was a more-recent time when Volkswagen held an unimpeachable track record for emissions safety — until the so-called Dieselgate scandal came to light, sending its stock prices plummeting by 40 percent. There was even a time, at least before the release of Beyoncé’s “Lemonade,” when Jay-Z thought his street cred and talents as a rapper would keep his personal brand untouchable.
As Seth Godin once put it, “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” But with the rapid rise of online coupon and discount affiliate marketing programs to drive ecommerce, the conversation around “what it means” to be a brand is shifting - and not necessarily for the better.
Across the board, the surveys all say that Gen Z feels confident about its future - and believes it can “change the world” when it comes to creating a more equal society. As a recent study on Gen Zers from Barkley and Futurecast suggests, brands appealing to Gen Z's innate belief in equality – as well as those that find ways to benefit and contribute to the future success of its individual members – stand a greater chance of gaining recognition and traction with the larger demographic.