Cause Marketing: Storytelling To The Gen Z
The Gen Z – today’s generation with a dominating purchasing power and conscious decision makers are 32 per cent of the global population, with India at 472 million, one of the largest across countries, according to a 2019 Bloomberg report. Appreciated to be addressed as ‘Woke’, Gen Z has come to terms with the increasingly important flaws of the society that they have inherited. ‘Woke’, a term referring to a heightened awareness of issues concerning social and injustice’ is now a part of the Gen Z lingo and has come to mean sharp social consciousness.
Transcending the millennial generation who were to a great extend considered to be an altruistic, the new Z is known to be far more compassionate and empathetic. This is quite to understand that the former after all, growing in the time with technology at its boom and relative peace of the 1990s. Whereas, in absolute contrast, the latter had its time through extreme aftermath, playing catalyst in the uncertain times of terror, making it difficult for them to turn blind as they were seated in the front row while digital broadcaster showcase the harsh realities.
Being the first generation exposed to all kinds of technology, Gen Zers are smart and it takes more than flashing an ad on their screen to get their attention and take action. With the internet for a large portion of their days, they’re aware of the many problems and hardships going on around the world. Creating a marketing campaign that goes past just selling a product and focuses on actually making a difference will attract this generation more so than anything else.
But how can brands bank on the approach of Cause marketing and enhance their brand connect with Gen Z?
1. Telling Real Stories Over Reel
The Digital Nomads are approachable and do not shy from talking about the opinions they have and the difference that they want to make. They want to hear brands telling real stories of people who resonate with them and don’t have any social status or power.
Campaign that draw light to people, their problems and them overcoming help Gen Zers believe in the brand in terms of not glorifying the truth but putting it out there
2. Making Them Part Of The Campaign
Gen Zers believe that the power to change lives lies in their hand and can be achieved with the greater effort of starting with small yet impactful steps today. Young consumers in India care about the social impact of products, the effect of the product on society and would like their favourite brands to play a much larger role in society.
If brands involve them in their path of change the association stays impactful for long duration enhancing the brand connect with Gen Z.
3. Walking The Talk
While we are in an over cluttered market with brands showcasing the difference they make on the larger front, the young demographics are keen on the tiny ones. Dedicatedly taking up the cause and giving it a holistic overview of change is something that would be much appreciated by the Gen Z, in oppose to steering a new problem.
In today’s content driven generation brands emphasize on the impact created, forgetting the commotion done by the video commercial in the process of creation.
4. Reach Based On What They Care About
While the young demographics are often characterized as being obsessed with technology, pioneers of selfie culture, constantly in need of approval yet having a very clear mind-set about work culture, marketers have a better understanding of what this generation actually cares about.
Brands that support causes that this audience cares about - not just seemingly supporting them but actually doing so - are better placed to talk about by Gen Zers, especially via social media.
The author is Shreyas Hegde, Co- Founder, Viral Fission
