Every food marketing brief—any marketing brief of the past decade, for that matter—has used the word “millennial,” along with the message that this generation desires new products and experiences for a better way of living. But has no one noticed that millennials are about to be eclipsed by a new generation? This year, Gen Z has officially become the largest group of consumers on the planet, according to GenGuru, and food brands need to design for them.
We are swapping picture-perfect millennial imagery out for Gen Z desires of purpose-driven brands and authenticity. In her article in Food Industry Executive, CBX Associate Creative Director Audra Nebolini unpacks the new generational code—digging deeper into what drives Gen Z and how food brands can translate that into effective brand and design strategy.
Replacing Millennial Pink with Gen Z Yellow—optimistic and genderless—Nebolini divides Gen Z codes into four themes for brand design and strategy. She starts with breaking down barriers, pushing fluidity beyond societal norms and into edge-to-edge graphics. Next, she translates Gen Z’s affinity for a cause to believe in into designing to empower your audience. Then, she emphasizes experimentation in multi-media, citing the staggering predominance of Gen Z users on TikTok. Lastly, Nebolini guides us into the future by embracing flexible branding.
Brands will need to evolve along with this new generation of consumers committed to diversity, fighting climate change, and other relevant causes. Gen Z demands social change, not just the Dalgona coffee craze of the summer. Nebolini summarizes it best: “If you discover purpose, embrace change, and push the envelope, they’ll be right there with you.”
Read the full article in Food Industry Executive.
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