Interns weigh in: Three industry trends to watch
Think you know exactly what influences Generation Z? Think again. Our interns weigh in on some of the top industry trends that are piquing their interests.
What it entails: A tactic that has existed for ages, purpose-driven marketing weaves “the why” into a brand’s marketing efforts to share their values through socially-conscious messaging. By establishing common ground between the company’s actions and the consumers’ ethics, successful purpose-driven marketing helps audiences connect with brands on a deeper level and even inspires them to take action.
Why it matters: Consumers are more likely to recommend brands that have a purpose and, according to Marketing Dive, “Gen Z expects the companies they do business with to not just pay lip service to causes, but have an authentic and meaningful strategy that reflects a brand's core values.” Why? Our interns all agree that they want to be a part of communities that give back, disrupt the industry and change the world.
Brands we’re loving: We’re admiring Dove’s Self-Esteem Project and CVS Health’s Beauty Mark for being pioneers in the self-love game, and Airbnb and Patagonia for welcoming diversity and inspiring adventure.
Personalized mobile experiences
What it entails: While most mobile users have their go-to social media apps, brands have to compete for consumers’ attention to connect beyond their storefronts. Personalized mobile apps allow consumers to engage with products before buying to see if their purchase not only satisfies a need, but also aligns with their identity.
Why it matters: Virtual services are more personal than traditional online shopping and more convenient than in-store visits, which makes the try-before-you-buy tactic even more efficient. Brands that show true interest in the individual experience satisfy Gen Z’s cravings for customer-centric experiences and build trust through valuable engagement.
Brands we’re loving: From Sephora’s Pocket Contour Class to Home Depot’s augmented reality visualization tool, we’re digging the way these apps are elevating the customer experience to turn average consumers into makeup mavens and amateur interior designers from the comfort of their homes.
Mute autoplay & video captioning
What it entails: Organizations like Facebook put muted videos on the map after learning that consumers react negatively to feed-based videos that play loudly when they aren’t expecting it. While audio-less options allow viewers to click to listen, videos that rely heavily on sound may be meaningless when muted. Enter captioning – a technique originally intended for the hard of hearing that now allows marketers to share their story with multitasking consumers, regardless of whether they’re in a noisy environment like the grocery line or a quiet area like the doctor’s office.
Why it matters: Captions have been proven to improve brand recall, verbal memory and behavioral intent. That means increased brand loyalty, inspired purchasing behavior and, most of all, accessible brand messaging.