Millennials require transparency. A generation that came of age with information at their fingertips, they are reshaping the way brands communicate their values, their product’s benefits, and even their supply chains. From food to politics, healthcare, and employment, millennials’ “Self, Society, and Planet” ethos drives them to understand how their purchasing decisions impact themselves, their communities, and the environment.
This requires brands to communicate in new ways. Either they embrace transparency and authenticity and retain control of their narrative, or they drive consumers to third-party sources of information that may or may not present them in a positive light. Either they communicate directly with consumers on social media or they are talked about without a seat at the table.
These brands have responded proactively to millennial consumers’ desire for transparency and created success as a result: Continue Reading
The millennial generation’s “self, society, and planet” ethos has had a big impact on branding and marketing practices. Their primary concern is transparency. As consumers, they want to understand how products are made, where they are sourced, and how they impact the communities that create and consume them. Brands who embrace transparency are able to build trust, convey authenticity, and gain the loyalty of this major demographic. Continue Reading
We recently explored how the millennial generation’s consumer ethos of “self, society, and planet” has impacted other demographics and encouraged brands to become more transparent about their product sourcing and social impact. This shift is perhaps most obvious when it comes to food labeling – after all, this is the generation that saw calorie counts added to fast food menus and prioritizes organic and local ingredients. However, today’s consumers want greater transparency for all products, not just those they literally consume.
Millennial Americans, those born between 1981 and 1996, are now the consumer demographic with the greatest spending power. They are a generation that grew up surrounded by rapid technological advancement and came of age at the start of the social media era. They are more likely than previous generations to be multicultural, tech-savvy, and socially engaged. Now, their preferences are shaping how brands market to and communicate with their target audiences.
Perhaps this shift is most obvious when it comes to food. Most millennials grew up eating processed foods and were children at the height of fast food’s prominence, gleefully collecting Happy Meal toys and making friends at the adjacent indoor PlayPlace. However, as young adults, they were the recipients (and sometimes engineers) of the changing trends toward organic, local, unprocessed food. Today, the primary value that millennials prize when eating is transparency. Continue Reading
Our series Lessons from Startup Culture focuses on the ways in which startups have changed the business landscape through the necessity of innovation and outside-the-box thinking. While many larger companies face different challenges, there is still a lot to be learned by examining how small businesses navigate product design, branding, and marketing on a limited (often nearly non-existent) budget.
In this installment, we’ll explore the marketing strategies that pioneering startups have developed in response to emerging social media landscapes and out of a need to build name recognition and introduce new products to their target markets. Continue Reading
In our contentious political and social climate, most brands choose to play it safe and advertise their products without engaging with any issues that may alienate a portion of their consumer base. Not so with Gillette, which recently released an online ad titled We Believe: The Best a Man Can Get that courts controversy by invoking the #MeToo movement, toxic masculinity, and bullying (among other hot-button issues). The ad, which provoked a firestorm of competing editorials and news coverage, has placed Gillette at the center of an ongoing debate about social messaging from brands.
A lot has been published about the ad’s message and the public’s response. What I’d like to examine is the risk vs. the reward of socially-engaged brand content and how brands are creating a new playbook for effective social messaging. Continue Reading
In our recent blog, Lessons from Startup Culture: Learning from a Minimum Viable Product, we examined how “the creation of an MVP itself isn’t the revelation – it’s the ability to learn and adjust based on the customer response that results.” One of startup culture’s strengths has always been the ability to take a big idea and pursue it, iterate it, or change it completely in the search for an end product that resonates with consumers.
In this way, successful startups have redefined failure as a pivot point instead of an end point. For larger, more “traditional” businesses seeking agility, there’s a valuable lesson to be learned. Continue Reading