In a time of elevated tensions and the emergence of cancel culture, corporate marketers need to take a stand if they hope to win the hearts of the 65 million or so Americans known as Gen Z. Recent research conducted by branding agency CBX —in partnership with sister agencies Cowan Shanghai and Lonsdale Paris—reveals that an astounding 80% of Gen Z respondents believe corporations and consumer brands have a responsibility to make the world a better place.
In her recent article for Ragan, CBX’s VP of Strategy Jaime Klein Daley suggests that Gen Z looks to corporations to affect change. “You don’t have to march in protests or accompany activists to the far North Atlantic to stop illegal fishing practices,” she writes. Instead, she advises brands to effect change within their own wheelhouses. For example, Tommy Hilfiger is activating its belief in “helping people help themselves” by offering size variations, clothing designed specifically for consumers with physical disabilities, and a line of nonbinary apparel.
How can you get Gen Z on board with your brand? Daley advises adopting a bold corporate voice that directly states your company’s intention to make the world a better place. Read the full article for more tips on what your company can do to win over America’s largest generation.
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New York, Miami, Austin, London
Expertise: Building digital and social experiences
Digital, Media, Video, CRM, Data & Analytics, and E-Commerce
Expertise: Building engaging omni-channel experiences via branding and design
Strategy, Innovation, Branding, Shopper Marketing
Beijing, Ho Chi Minh City, London, Melbourne, Shanghai, Singapore, Sydney
Expertise: Simple, effective strategy and design experience
Brand Evolution, Innovation, Packaging Design, Digital
This tight network of independent agencies helps support our clients with full-service international services:
Together, the sister agencies, DX, Lonsdale, and Cowan, share the same high standards of excellence, a client-centric philosophy, and are dedicated to one another as partners in providing our clients with the best possible strategic and creative thinking.