BXP - Vol 3 No 7 October 2019 - 18

THE DEBATE

18

want you to understand that as a Gen Zer, the

entity. Gen Z relates to this type of personal

conversation is all about my personal brand-

branding.

not necessarily yours." Another key to successful communication with Gen Z is understanding

They are also connected to these new influ-

that they've all been exposed to a considerable

encers like they're friends, which takes the

degree of social media.

brand relationship to a much more personal
realm. Gen Z respects that these brand person-

Social media is important to millennials, too, but
it plays an even larger role for Generation Zers.
Social is simply a way of life for them. They're
constantly on their devices, regardless of where
they are.
Marketers need to ask, "How does my brand
make them feel unique?" And the answer starts
with understanding that uniqueness is a core
value that you need to express in your brand
and do so continously. This changes the dynamics significantly for brands.

Gen Z is on the
hunt for an
openness that
doesn't devalue
who they are by
putting them in
a bucket.

alities are unique and just "who they are." Gen
Z aspires to this authenticity, and that expands
what they consider normal. We see this appreciation of the new normal with gender roles.
Millennials have earned the title of the "hipster
generation." They're the ones who are in vogue
and at the front of what's trending.
I don't see that aspiration with Gen Z. This
generation is more like, "We've been exposed to
a lot of different things. We have our own very
unique thought process. We want you to treat

How has the socially connected world changed

us as unique individuals but also as individuals

the role of personal brands in corporate brand

who know the value of social media and have

strategy?

expectations to see ourselves in your brand."

Gen Z looks at brands in much the same way as
they look at themselves. They recognize their

A perfect example of a brand that understands

personal brands and are concerned about how

this mindset is Mattel, with its launch of the

they project themselves and want to be part

Free of Labels dolls. The brand decided to call

of something that is representative of them as

the line, "Free of Labels." It's using the hashtag

individuals. They identify a personal connection

"AllWelcome." The brand is saying to Gen Z,

to a brand and value the more personal the

"We know your commitment to inclusivity isn't

brand can be.

a passing trend. It's who you are, and this is
what we're going to do because everybody can

Remember one of the cornerstones of con-

want to play with dolls-boy, girl, transgender

necting with Gen Z is inclusivity, and you can

or however you identify." Mattel is an example

understand that they don't separate personal

of a brand that is tapping into the things that

and corporate brands. They don't look at it as,

this generation identifies with and reflects who

this is the person and this separate identity is

they are. What a brilliant brand move in terms

the brand.

of relevancy!

As you know, Gen Z is constantly exposed to

This shift to more social consciousness and

influencers. Think of You Tube personalities,

cause marketing is continuing. What Mattel is

who built their businesses around their personal

doing is bold, unique and brave. A lot of brands

brands much more so than a sort of corporate

are scared to leave their comfort zones, but

OCTOBER 2019

|

BRAND EXPERIENCE



BXP - Vol 3 No 7 October 2019

Table of Contents for the Digital Edition of BXP - Vol 3 No 7 October 2019

BXP - Vol 3 No 7 October 2019
Contents
Editor's letter
Chief Experience Officer Series: Chris Cornyn
Debate: How Brand And Marketing Experts Can Better Reach Generation Z
Active & Intelligent Packaging Technology Trends
The toolbox
Index of advertisers
The list
BXP - Vol 3 No 7 October 2019 - Intro
BXP - Vol 3 No 7 October 2019 - BB1
BXP - Vol 3 No 7 October 2019 - BB2
BXP - Vol 3 No 7 October 2019 - BXP - Vol 3 No 7 October 2019
BXP - Vol 3 No 7 October 2019 - Cover2
BXP - Vol 3 No 7 October 2019 - 1
BXP - Vol 3 No 7 October 2019 - Contents
BXP - Vol 3 No 7 October 2019 - 3
BXP - Vol 3 No 7 October 2019 - 4
BXP - Vol 3 No 7 October 2019 - 5
BXP - Vol 3 No 7 October 2019 - Editor's letter
BXP - Vol 3 No 7 October 2019 - 7
BXP - Vol 3 No 7 October 2019 - 8
BXP - Vol 3 No 7 October 2019 - 9
BXP - Vol 3 No 7 October 2019 - 10
BXP - Vol 3 No 7 October 2019 - 11
BXP - Vol 3 No 7 October 2019 - Chief Experience Officer Series: Chris Cornyn
BXP - Vol 3 No 7 October 2019 - 13
BXP - Vol 3 No 7 October 2019 - 14
BXP - Vol 3 No 7 October 2019 - 15
BXP - Vol 3 No 7 October 2019 - 16
BXP - Vol 3 No 7 October 2019 - Debate: How Brand And Marketing Experts Can Better Reach Generation Z
BXP - Vol 3 No 7 October 2019 - 18
BXP - Vol 3 No 7 October 2019 - 19
BXP - Vol 3 No 7 October 2019 - Active & Intelligent Packaging Technology Trends
BXP - Vol 3 No 7 October 2019 - 21
BXP - Vol 3 No 7 October 2019 - 22
BXP - Vol 3 No 7 October 2019 - Index of advertisers
BXP - Vol 3 No 7 October 2019 - The list
BXP - Vol 3 No 7 October 2019 - Cover3
BXP - Vol 3 No 7 October 2019 - Cover4
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