Ensure crisis communication is authentic as Gen Z responds positively to genuine updates

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 22, 2020, 11:34 AM UTC

Create shareable content and encourage supporters to spread the word.

This article states that Gen Z demands transparency and values relationships based on trust from brands. Since this group is digitally-native, brands should be proactive in controlling the narrative with robust responses in the event of a crisis.

Brand should display honesty and openness, and involve an influencer who speaks Gen Z’s language, while drafting a crisis response. Marketers should include user-generated content to build trust after a crisis, as this target group is more likely to respond positively to authentic updates.

Companies must prioritise video content, typically one-to-three minutes long, which gets straight to the point, has a strong headline and provides useful information. They should use social media techniques like live streams to release a timely response in front of the right audience.

Read the original article

[4 minute read]