Today's Millennial and Gen Z consumers are looking for brands with a set of values to which they can relate. According to research cited by Adweek, almost three-quarters (73 percent) of Millennials and 72 percent of Gen Zers express a willingness to pay more for products and services sold by companies that dedicate themselves to environmental and social change. In addition, 70 percent of Gen Zers "would actively engage with a brand that could help them make a difference."
In the article for Adweek, Hannah Forbes, head of R/GA's Influence Studio, has some specific suggestions for brand marketers who want to make sure they are appealing to these young consumers. She advises:
- Revisit your brand purpose
- Find out what your consumers care about
- Build purpose into your products
- Educate, share and evangelize your tribe at every opportunity.
Read more about brand values here: http://www.adweek.com/brand-marketing/brands-unwilling-to-commit-to-a-set-of-values-risk-losing-consumers/
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