May 31, 2023

Capturing Gen Z: What the Big Brands Get Right

By Denscty Collective · 2 minute read

Major corporations like Kraft and Coca-Cola have started targeting Gen Z in their marketing efforts. This article explores how corporations are shifting marketing messaging and brand image to reflect the younger generation's values, such as environmental concerns, self-care, and empathy for others.

Marketing efforts targetting Gen Z must reflect the younger generation's values in order to be successful.

In recent years, big corporations have been making a conscious effort to capture the attention of younger generations through new branding and marketing strategies. Consider Kraft Singles recent brand (https://adage.com/article/marketing-news-strategy/kraft-singles-undergoes-rebrand-part-gen-z-marketing-push/2496336) or Coca-Cola's efforts to make Diet Coke breaks popular among Gen Z and Millennials (https://fortune.com/2023/04/25/gen-z-diet-coke-break-trend-tiktok/).

With Gen Z now representing a significant portion of the population, companies are recognizing the importance of catering their messaging to align with the values and beliefs of this demographic.

Younger generations value climate change, self-care, and empathy towards others.

One key factor that Gen Z values highly is the environment, with climate change being a major concern for many young people (https://news.stanford.edu/2022/01/03/know-gen-z/). This has led companies to adopt more sustainable business practices and promote eco-friendly products. Brands such as Patagonia and TOMS have become popular among Gen Z due to their commitment to social and environmental causes.

Another value that Gen Z prioritizes is self care (https://news.stanford.edu/2022/01/03/know-gen-z/). With mental health being a growing concern among young people, companies have begun to promote products and services that promote self-care and wellbeing. From meditation apps to skincare brands, companies are tapping into this trend by positioning their products as essential tools for self-care.

The success of these companies lies in their ability to understand and connect with the values and beliefs of Gen Z. By aligning their messaging with the values of this demographic, they are able to establish a strong emotional connection with their audience and build brand loyalty.

Gen Z values environmental issues and cares about climate change

It is important for companies to recognize the importance of catering their messaging to Gen Z values and beliefs. Failure to do so can result in a lack of engagement and ultimately, a loss of revenue. As Gen Z continues to grow in influence, companies must adapt their strategies to meet the needs and expectations of this demographic.

In conclusion, big corporations are capturing the attention of younger generations through new branding and marketing strategies that align with Gen Z values. With climate change and self-care being key priorities for this demographic, companies that prioritize sustainability and wellness are resonating with Gen Z and building brand loyalty. As companies continue to evolve their messaging, it is crucial that they consider the values and beliefs of Gen Z in order to stay relevant and engage with this influential demographic.