Each year we spend time with hundreds of Generation Zs on behalf of clients and brands looking to better understand them. After we connect the dots on all these conversations, trends and themes start to emerge. Until now, we used to exclusively share these trends with our clients. But for the first time we’ve decided to share some of what we’re learned with a wider audience. This Woke Marketing report combines research from a 1,000 person Gen Z survey, qualitative research interviews, and a synthesis of what Zs have been talking about with us. The biggest takeaways? Making the world a better place is the Gen Z north star and Zs are expecting brands to be allies in that mission. Gen Zs are about to lead us into a new era where consumers are going to care as much about the values of a brand as the products and services they offer.
Watch our interviews with members of Gen Z and read the full report below.
FRONT ROW INSIGHTS & STRATEGY: TREND REPORT, WOKE MARKETING
We’re in the beginning stages of a major shift in consumer culture. Consumers care as much about a brand’s values as the product or services they offer. Historically, brands stood out by marketing their functional and emotional benefits. But now, consumers are differentiating brands based on their purpose, values, and morals. This shift is just beginning.
You have already seen this trend, whether you realize it or not. Think of Nike’s Colin Kapernick ads, P&G’s Toxic Masculinity ad, the US Women’s Soccer team using their platform to fight for pay equality, and the backlash Equinox and Soul Cycle faced after the chairman of their holding company hosted a fundraiser for President Trump. These are just examples from the start of a growing movement. Brands either stand for something, or face backlash when their stance differs from their consumer base.
This trend will only continue to grow as Generation Z comes into their full spending power and influence. Brands that double down on their values will thrive in this new era. To read the full report, click here.