2021年Z世代报告:理解我不要定义我.docx
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1、WHITE PAPERUnderstand Me, Don t Define MeMay 2021There is a clear under 40/over 40 divide in how positively brands that embrace a gender-neutral/fluid approach in their marketing are seen.% Agreeing With Statement by GenerationBut, like all things with Gen Z, it/s not quite that simple.Gen Zs tend t
2、o view gender as an unnecessary classification “bucket,“ meaning that ultimately, how gender is portrayed in brand marketing and communications has little influence over their purchase decisions.17%I am more likely to buy brands thatactively support gender equalityissues than those that dont13%Every
3、thing else being equal, Kd buya gender-neutral product over agender-specific productSource: 202 / IRI Gen Z Survey Base: 17-23 Year old female presenting Gen ZBrands being obvious about calling out diversity and fluidity is distracting and feels inauthentic. We want to see real people using real pro
4、ducts that actually work.Gen Z focus group participantBuilding loyalty among Gen Zs requires a commitment to understanding who they really are, not your perception of who they are. This newest generation of shoppers is fiercely independent and expects brands to respect and appreciate what makes each
5、 of them unique. That means brands must understand what Gen Z wants and needs, before they will earn their dollars.Anything perceived as opportunistic marketing is flatly rejected by this generation.% Naming as the Top 2 Characteristics Beyond Taste and Price that are Most Important When Deciding Wh
6、ich Brand of Food/Non-Alcoholic Beverages to BuyHas genderneutral packagingIs marketed in aFeelsUnderstands whatCares about thegender-sensitive/ neutral wayauthenticI want/needenvironment/sustainabilitySource: 2021 IRI Gen Z Survey Base: 17-23 Year old female presenting Gen ZThe consistent feedback
7、we heard from Gen Z was that gender in marketing isnt as much about whether brands are portrayed as male, female or gender neutral. Rather, it is whether the entire package for the brand - everything from what the product is, to how it performs, to how the packaging looks, to its marketing and socia
8、l media - is simple and authentic, and makes sense for what the brand is.Its all about efficacy and authenticity with brands. Efficacy lends authenticity, rather than brands standing for certain ideals because they sound good.Gen Z focus group participantExpect Continuous ChangeWhen a generation val
9、ues and acts on the freedom to conform or not conform to societal labels, it makes every aspect of brand development -from innovation to packaging to messaging to targeting - more challenging.For Gen Z, the old saying that the only constant is change is a fundamental truth. We asked dozens of 17- to
10、 23-year-olds what they wished brand marketers knew about them, and at the top of their lists was that they wanted marketers to embrace their continuously changing nature.Wefre as innovative as we can be and always adapting to change.What I say I like now will be completely different a year from now
11、.Brands have to commit to the evolution and constant changing of my generation.Gen Z focus group participantsPerhaps none of this is surprising, given that they are currently at the very beginning of what will be a lifelong journey as shoppers. And yet, the sheer volume of information and input they
12、 have surrounding them at any given time (both paid and organic) sets them radically apart from every other generation in how they discover, try and ultimately continue to buy (or not) new products and brands.This complex ecosystem is ideal for delivering highly relevant and targeted content and mes
13、saging, but it can be nearly impossible to disentangle without access to a wide array of information resources.Gen Z is looking for brands with conscience, purpose and a commitment to action.Gen Z Is Raising the BarSpend 10 minutes talking to any Gen Zer and it will be obvious that they hold brands
14、and retailers to a much higher standard of transparency, social responsibility and product efficacy than those in preceding generations.Their rejection of a world in which anything is binary extends to their shopping experience. They are a generation of and/ not or. The most important and will force
15、 marketers to go beyond product features to defining the essence of the brand and why it exists.Gen Z is looking for brands with conscience, purpose and a commitment to action.They want brands to take the time to get to know them. Really know them. And because their preferences are continuously evol
16、ving, they want manufacturers and retailers to be committed to understanding that evolution.They want functional products that also give back to society. They want to know that a company they buy from cares about more than just making a profit. They want transparency, even if doing so shines a not-
17、so-flattering light on the product.For Gen Z, transparency fuels authenticity. And there are few things more important to them than that. More than any generation since their gra n d pa re nts/great-gra n d pa re nts (the Silent Generation), they value honesty and straightforwardness.二二、Winning With
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