The company’s Global Marketing Director, Emily Ketchen, expressed these views during the event of the “Association of National Advertisers,” the most important group of advertisers in the United States.
During an event of the United States Association of Advertisers and the “Association of National Advertisers, the company’s Global Marketing Director, Emily Ketchen, explained what the three basic principles are to achieve success in Generation Z.
At first, the professional pointed out that he does not share the view that the members of Generation Z who are hurt by everything are depressed, anxious, or unable to read a book. Emily believes the opposite.
In addition, he pointed out that we are now living in a time of great change, emphasizing that they are especially Generation Z (people born between 1996 and 2000), the main characters of this change. He also added that in 2030, this group will generate an income of more than US$33 trillion, or 27% of what the world economy can do.
“But what defines Generation Z is not their power to consume. It’s how they embrace diversity, which includes a broad spectrum of ethnicities, races, gender identities, and sexual orientations,” said Ketchen.
To do this, the professional presented the three C’s, for their acronym in English, to bridge the credibility gap that exists between brands and Generation Z. Below, we detail each of them:
- Underserved champion:
Kitchen points out that to be successful, you need to support underserved groups and shape your marketing to align with that audience.”You have to embrace consumers who may feel alienated and who can benefit from a marketing objective that welcomes them and puts them first,” he said.
- Collaborate and develop meaningful partnerships.
Emily emphasized at this point that to connect with Generation Z, it is important to launch campaigns that lead the brand and the company to work together and carry out important projects in local communities.”In this way, you can share them with pride, respect, love, honesty, and other qualities that they value so much,” he added.
- Create products with a purpose:
The director believes that this initiative and the company’s general attitude towards diversity and inclusivity have found a real resonance with Generation Z consumers.