Separating myth from fact will allow the savvy brand leader to seek the intersection of things “true … [+]
Barkley
The myths about Marketing to Gen Z can sink your brand — that’s why I wrote a book about it. Separating myth from fact will allow the savvy brand leader to seek the intersection of things “true to their brand” that are important to the Gen Z buyer. Beyond how this cohort impacts trends from technology to food culture, Gen Z is impacting brand behavior as well. In these uncertain times, winning with this generation requires truly understanding what they want, need, aspire to—as well as what they expect your brand to do to make society stronger.
With this in mind, I sat down with Victoria Sakal, managing director of brand intelligence at Morning Consult, for more on how to connect with Gen Z in today’s environment, based on their latest research into the world’s most powerful generation.
Jeff Fromm: Tell us a little bit about the Gen Z Most Loved Brand report. What inspired you to do the Gen Z study? What aspect of the data surprised you the most?
Victoria Sakal: It’s abundantly clear that this generation is not only powerful, they know it. As such, they’re also passionate about issues that matter to them, informed as decision-makers and citizens of the world, and driven to make real impact. Everything from the places they spend their time, the people and influencers they follow and are inspired by, the conversations they have, the way they buy. The brands they buy and companies they support are so distinct from their peers, Gen X and Boomers in particular. Business leaders have a lot to learn from focused research and insights on this audience in terms of driving relevance, inspiring purchase, and even communicating differently.
Fromm: I’m happy you brought up relevancy, something everyone is trying to accomplish at the moment. My team recently looked into the nuances of Gen Z lifestages to identify how brands can meet the unique needs brought on by COVID-19. How will the many actions brands are taking now impact future scores for metrics such as trust, community and favorability?
Sakal: In our recent research on this topic here, it’s clear that Gen Z expects brands to step up and speak out, but not for PR as much as to use their balance sheets and pedestals to drive real change on real issues. If and how companies act now will certainly have lasting impacts on these metrics, as well as likelihood to purchase, in the future.
Fromm: Do you believe the metrics are all created equal? Or would you put additional weight on one metric over the other as it relates to being relevant with Gen Z?
Sakal: We know that certain trust-building qualities—openness, transparency, and authenticity—matter much more to this generation, both because they see through canned communications and retro-fitted purpose, and because they recognize their power to wield everything from purchasing decisions to their voices to change the broader conversation. Think cancel culture, boycotts activated through social media, and even pranking the President. But in general, that’s part of the bigger consideration for this generation: a brand’s humanity. That means not only a brand’s trustworthiness, but also its sensitivity to stakeholders: customers as well as employees, communities, and society more broadly.
Fromm: If you were hired to be CMO of a company, what’s the first decision you would make to be more relevant to Gen Z? What would be your first investment?
Sakal: I’d talk to them! It’s one thing to think you know an audience, what they think of your brand, and how you fit into their life, and another to talk with them constantly to monitor and evolve each of those assumptions. Even within Gen Z, there are important nuances and divergences in opinion; winning with this generation requires truly understanding their many wants, needs, aspirations, and mindsets as relates to your brand, category, and society more broadly.
If you have questions or comments about this interview please contact Jeff at [email protected]
