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.