BXP - Vol 3 No 7 October 2019 - 19

THE DEBATE

19

what's worse than leaving your comfort zone

What distinguishes Gen Z's path to purchase

is to look like you're yesterday's news and your

from consumers of earlier generations?

brand is not relevant to the customer that

That's the million-dollar question: What ulti-

you're targeting.

mately drives them? Part of it is making sure you
don't have any friction points. Gen Z is accus-

As more brand fans demand socially

tomed to things being easy to purchase.

responsible brands, how can marketers
successfully communicate these efforts and

The other part of it is that the experience needs

make them part of their marketing strategies

to feel very personalized and unique to who they

without losing their brand's authenticity?

are, which goes back to the whole notion of the

It needs to be authentic authenticity. This is

self-image. Remember this generation believes

very different from a brand that is using social

in "We're diverse; we're inclusive; we're unique"

responsibility to be vogue.
A brand that has been socially responsible since
its start has a story there that would connect
with Gen Z because the shoppers would recognize the brand is just communicating what it is.
Patagonia is a great example of this. For Patagonia, environmental issues are just the norm.
It's what they do.
It's one thing to illuminate the light: To highlight
the social consciousness and the issues you've
always historically cared about and continue to
care about with your brand. It's another thing to
do just a one-off campaign to get in the discussion, which can be perceived as inauthentic to
what the brand is and is going to be just noise
to generation Z.
I realize that authenticity is always hard when
marketing brands because you need to balance
promoting the brand with making sure that
communication feels authentic.

Remember
one of the
cornerstones
of connecting
with Gen Z is
inclusivity,
and you can
understand
that they
don't separate
personal and
corporate
brands.

so that experience needs to feel very tailor-made
for them as individuals. That's why we're seeing
personalization strategies are becoming incredibly important to brands.
Gen Z also expects more from experiences. As
an example, let's say a Gen Zer is in the market
for a massage session. That shopper is looking
for something easy to purchase with uber quick
responsiveness and delivery, and they want that
delivery to be of personal value to them as an
individual.
An offering that would resonate with a Gen Zer
shopping for a massage is one that would not
only deliver a great massage but also lets them
walk away with additional knowledge on massage techniques they can use at home for their
specific body.
How does Gen Z's upbringing with instant or
near-instant delivery services, such as Netflix
and Amazon's Prime Now, change how they
value immediacy and the ephemeral?

Consistency in your brand communication

I think most generations value consistency over

helps convey the authenticity of your brand's

change, but Gen Z doesn't fall into that bucket

message. When your brand is consistent in its

at all. Gen Z has an expectation of immediacy.

message, its audience intuits that the brand has

Gen Z shoppers expect change, and they expect

always been focused on this social justice or

it immediately because they expect brands to be

consciousness issue-that it is something real.

constantly improving. x

BXPMAGAZINE.COM


http://www.bxpmagazine.com/

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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