Brands must take a stance on social issues to appeal to Gen Z consumers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 20, 2019, 1:51 AM UTC

Companies must take full ownership of their mistakes and make efforts to rectify it.

In this article, the author states that Gen Z expect more than “surface-level commitment” to brand purpose and corporate responsibility. The piece recommends how organisations can deliver on company purpose and attract Gen Z consumers.

Businesses that are trying to attract younger consumers must be committed to taking a firm stance on relevant social issues. They must take ownership of what they haven’t gotten right, and use their marketing resources to demonstrate their commitment to making the world a better place.

For example, Nestlé has established the Institute of Packaging Science working towards making 100% of its packaging reusable by 2025. Further, companies must also go beyond advertising.

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[4 minute read]