Last year has clearly shown us how much a socially conscious generation has impacted brands, politics, and society overall.  To stay relevant to and conscious of these sensitive topics, brands will need to engage more with topics of mental health, diversity & inclusion, and social justice.  

Because younger generations like Gen Z and Alpha arising to the occasion of social impact consciousness, brands abroad have been impacted by their heightened awareness of these social issues.  To avoid becoming digitally obsolete, brands must respect the great influence harnessed by these younger generations and find ways to effectively engage with them.   

As we examine the most recently published Conversion Clusters relating to these generations, results show they are very socially aware and freely voice their concerns by driving conversations surrounding: politics, equality, mental health, finance, and changing food trends.  Research shows these topics are closest to their hearts and social media is their methodology of bringing awareness to these important issues. 

Digital Engagement with Gen Z & Alpha Generations

Establishing your brand’s position on these critical topics will determine your success in engagement.  Before taking your position on the topic, do some internal work of your own and be sure to be thorough in your research prior to posting on these topics.  If you talk the talk but don’t actually walk the walk as a company, you will face serious repercussions from them.  They are highly skilled in doing their own research and have been known to hold brands accountable on their position.

Your Market. Your Mission.

Only 1% of Millennials report a compelling ad will build their trust in a brand.  However, the majority of Millennials and younger generations prefer less hard-sells and more mission-led marketing efforts, creating an emotive-level approach to engagement. Focus on your mission, not just sales. 

I Said What I Said

When appealing to Generation Z and the Alpha Generation, it’s important to pick a position on topics that are important to them and STAND ON IT.  Not only do they expect this, they will do research to see if you are practicing what you preach.  To do this requires intensive research and commitment to your brand’s position, tone, and timing of your messaging.  Although you can’t please everyone, monitor the response from your followers to keep a tight grip on the trajectory of your marketing campaign efforts.

No Brand is Exempt

Just because you haven’t marketed your brand around social issues in the past doesn’t mean your brand is exempt from social impact inclusion.  Because younger generations are more savvy than their predecessors, they are most likely to research your brand to learn your position on global issues.  If they find something out of line, they are most likely to overlook your brand and find an alternative brand that satisfies their need for social responsibility to grow with and support.  Not sure how to get started?  Email us at: brands@wdbmarketing.com to connect with a skilled marketing specialist today!

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