'Gen Z expects brands to walk the talk'
Advertising industry experts give us an insight into how today's youth wants brands to highlight social issues and also prove their authenticity
Having an opinion or voice on the pressing social issues of the day is a must among most members of Gen Z and they want to associate with brands who do the same.
Keeping this in mind, several brands have taken up the task of creating awareness on social issues through campaigns on various platforms, including the social media. Some of these include Ariel’s #ShareTheLoad campaign and Nike’s #DreamCrazier.
An international study, conducted by The Center for Generational Kinetics and commissioned by WP Engine, has also revealed that Generation Z prefer brands that are socially accountable.
Based on this insight, we at exchange4media asked industry experts for their views on the Gen Z consumer and if it was important for brands to create conversations and emphasise their authenticity, diversity and social responsibility.
According to Anand Chakravarthy, MD, India, Essence: “In an increasingly complex world where information can be channelled and manipulated in any number of ways, consumers are becoming wary of where they invest their trust. Brands are no longer immune from this. Also, in a world of greater awareness, there is a rise in social consciousness amongst the young consumers. Millennials are a lot more socially conscious and aware of the pitfalls of development and growth on the society, the environment and the different economic groups.”
The access to digital platforms allows Gen Z to be more connected and to be able to express their views like never before. On brands building a connection with these young consumers, Chakravarthy said: “The next generation of the consuming class, across the world, will be dominated by these consumers. Hence, brands are dealing with consumers who have motivations similar to consumers in the past, but also some very new motivations which will decide where they invest their money or what brands they go for. Great brands have always been built by recognising a shift in the consumer mindset and aligning to emerging needs. This has built loyalty and trust among these brands. It is necessary for brands to recognise the ‘social awakening’ amongst young consumers and be truly authentic and socially responsible if they wish to build their next base of loyal consumers for the future.”
P&G’s latest campaign showcases diversity with their #WeSeeEqual campaign. Nike, too, had created a high-impact social campaign to spread the message of diversity in 2017.
Every brand is jumping onto this bandwagon. Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications, Ogilvy Group said: “There seems to be a growing preference amongst Gen Z for brands that associate with causes or celebrate diversity. But, as consumers get more evolved, just paying lip service to such issues in a communication could backfire. Gen Z will expect the brands and their parent companies to actually walk the talk. A good example of taking an authentic approach towards social responsibility is the Airbnb campaign. They have tied up with an organisation called ‘SEWA’ to train poor rural women to become Airbnb hosts, thereby empowering them with a source of livelihood. This becomes advertising content for them as well.”
But if all brands start highlighting their ‘do-good creds’, how will they stand out? Raghu Bhat, Founder & Copywriter, Scarecrow M&C Saatchi said, “Brands like Jio, Ola and Netflix have found huge traction amongst Gen Z. Is it because they stand for a social cause or just because they give Gen Z exactly what they want? Differentiation is important. When every brand is talking product benefits, standing for a social cause helps a brand stand out. The important factor is authenticity. A brand shouldn’t be seen as fake, in whatever they do. Showing genuine commitment to a cause through ads and actions is the key.”
Sahil Siddiqui, AVP, Creative Strategy, WATConsult, also sheds light on authenticity. “Gen Z has made it necessary for brands to be authentic in every aspect of their business, even though it is not associated with the product. Barely anything goes hidden in a digitally-connected world. Social cause and diversity marketing are great opportunities for brands to make a case for their values which travel effectively to their products and services. This has also been a watershed moment in highlighting shortcomings and pitfalls in a brand culture, which have brought us to a point where brands are getting more comfortable in being open and in inviting direct conversations with the consumer.”
In a different take on consumer behaviour, Agnello Dias, Co-founder, CCO, Taproot Dentsu, says there is not yet enough evidence that cause-related advertising makes the journey from affinity to behaviour. “In the purchase cycle, behaviour, more often than not, subsumes affinity. The Gen Z consumer opts for an advertisement that stands for a social cause but I am not yet sure if he opts for the brand through his purchase behaviour. There are exceptions like Nike’s Kaepernick campaign but there’s still not enough evidence for brands to change track en masse,” said Dias.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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