Focus on authenticity, prioritise sustainability to invite Gen Z customers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 15, 2021, 3:46 PM UTC

The youngest demographics’ influence extends beyond the individual and is spread across categories.

Gen Zers are generally cynical about people, but conversely, they are willing to work for the causes close to their hearts.  About 60% of the digital-native demographic say most people cannot be trusted, while 48% feel people look out for themselves most of the time.

They value sustainable practices, with 57% of them prioritising brands that protect and preserve the environment. This concern also extends to themselves - 67% of are "moderately to extremely worried" about their mental and physical health."

To overcome this cynicism, businesses will have to offer meaningful and authentic messages. Similarly, this means, brands will have to consider Gen Z's role in every aspect of business, right from sourcing to investments. Brands will also have to respond to Gen Z's search for holistic well-being in all aspects of life.

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