Brands that take a stand on issues they believe in will win the next decade.
Gen Z consumers view what they wear, eat and use as a way of expressing their beliefs and values. As Gen Z starts to drive consumption around the world, it’s becoming more and more important for consumer brands to stand for causes they care about and embody what they preach in everything they do to truly resonate with who they’re trying to sell to.
Taking a stand doesn’t mean posting about political issues on Instagram – rather, companies should discuss internally and decide what they care about and what’s important to them collectively. It could be anything, from fighting animal cruelty to increasing awareness on mental health. Ideally, these are issues somewhat related to their core business.
That said, what Gen Z hates the most is unauthentic expression and performative activism. Taking a stance MUST be accompanied by authentic, tangible action. A company that stands for the environment must commit internally to sustainability in their business practices and product manufacturing. Similarly, a ‘commitment to diversity’ must be accompanied by support to underrepresented individuals in their internal ranks.
Talk the talk, AND walk the walk!