AN URGENT LESSON FROM GEN Z - WHAT YOU MUST KNOW NOW
Let’s talk about the power of purpose. Despite that weird and very low-stakes online war between Boomers and Millennials, our moral compasses are of deep importance to all of us, across generations. The True North of those compasses may not align, but we humans are passionate creatures, driven in nearly all facets of our lives by the elements that are meaningful to us.
From a retail perspective, we can all likely name a brand that built themselves upon a platform of “making the world a better place”. That’s a powerful starting point, and one that speaks to consumers both in their hearts and their wallets.
What Matters
Here’s the difficult move: What if you didn’t begin your brand journey from a place of purpose? How do you move forward with an outlook that includes a clear and powerful mission statement? You have to nail the landing, too. If there’s one thing consumers can smell from a mile away, it’s inauthenticity.
While many of us fondly remember when Coca-Cola wanted to teach the world to sing, more of us recall that other cola brand who face-planted their attempt to appeal to togetherness. It was a major misstep and, had they not been the kind of corporation who could weather the bad PR, there would not have been a second chance.
Purpose With Purchase
Which brings us to Gen Z. Statistically speaking, they are the most sensitive to the morality of their purchases, and the power they hold with those decisions.
“Purpose should be more clear to the public. Corporations are the most powerful entities because the have the most money. They can lobby wherever they want.” - anonymous Gen Z male
Over 75% of Gen Z consumers feel that the brands they buy make the world a better place. Let’s talk about how to get your brand into their trusted circle.
