if you ain’t talking sustainability, I don’t wanna talk (or buy)
I’ll admit it. Gen Z gets a pretty bad rep.
We stay twiddling our thumbs to tweet, inconveniently stop in the streets to send a snap, and our music taste is quite questionable, given that a song about having “horses being in the back” (???) seized the top spot on the music charts earlier this year.
Say what you want to say about Gen Z. We have moments where we absolutely suck. Don’t worry, we know.
However, despite sometimes having a lack of judgment when it comes to music taste and personal space, Gen Z has one of the most innovative perspectives towards how the world should be. This persistent approach has forced brands and businesses to re-evaluate and remodel their approach in order to keep the consumers of the upcoming generation.
We CARE about brands that take a stand. We VALUE transparency. We seek to DO THE RIGHT THING. We aspire to live in a world where EQUALITY FOR ALL exists.
Now we could talk about facts and statistics and the psychology behind why Gen Z behaves in the way that we do. Or, we could look back to childhood classroom and realize that these are common themes that are taught and embedded into the minds of children.
“Take a Stand”- Be strong in who you are, and what you believe in. Don’t let someone tell you who/what you can be. If you want to be a firefighter that wears a tutu and a princess crown…than so be it.
“Value Transparency”- Seek to be honest in your ways and actions. If you break the crayon…apologize and tell your teacher. They will be more receptive and understanding because you admitted your wrongdoing.
“Do the Right Thing”- This is pretty self explanatory. Don’t be a jerk! Do what needs to be done, even when it is the harder thing to do.
“Equality for All”- No person is better than another person. End of story.
So yeah, we might be a little narcissistic and there might be a few bad apples in the bunch (as there always will be). Some companies will refuse to admit that there is a correlation between the the consumer spending patterns of Gen Z and a company’s stance on social issues (as demonstrated by this AdWeek article). Nevertheless, as a consumer, there is something to be said about a company that takes the initiative to take a stand towards good.
With that being said, I am more likely to drink a overpriced starbucks drink out of a strawless lid, knowing that I am #SavingTheOcean than a Dunkin’ coffee, just because I feel better knowing where a portion of my $5 is going.
It’s not rocket science. It’s strictly learning how to communicate and remain relevant a midst the changing consumer basis that is….