IS GEN Z CHANGING THE ETHICS OF ADVERTISING?
What Gen Z wants is Principled Advertising. If they agree with your company's contribution to society and find it to be credible, then you will be selling to a consumer who is now a Principled Advocate for your Brand.
If you are trying to manipulate Gen Z into buying your product beware. Gone are the days when you could slap a celebrity face on a product and expect to be home free. Gen Z has an innate BS radar meter. They don't care that you are impressed with your celebrity endorsement. What impresses them are the Influencers they respect and the opinions of their peers.
PRINCIPLES AND PRIORITIES
When it comes to advertising, Gen Z is governed by their principles and priorities. Known as the most diverse generation yet, they eye the world through the lens of equality and justice. They are open minded and gender fluid. Adverse to pandering, they can spot a phony a mile away. Step into the phony pond and you will never get their attention again. A Brand they buy has to stand for something other than profit.
HONESTY IS THE BEST POLICY
In recent years the lines have become blurred between ethical and unethical advertising. But with Gen Z we are talking about a different form of being ethical and honest in promoting a product or a Brand. What Gen Z wants is a Brand who adheres to Principled Advertising. They support brands who share their socially conscious, sustainable vision for the world and flock to brands who make real-world contributions. . If they agree with your company's contribution to society and find it to be credible, then you will be selling to a consumer who is now a Principled Advocate for your Brand.
Author: Joe Rivard, President, N Compass Media. "If your Brand need some surgery to remove old advertising concepts and campaigns, contact me. N Compass Media offers many creative opportunities to promote your Brand to Gen Z on their college campus. Take advantage of my complimentary 30 minute consultation where you can discuss the best way to get Gen Z to notice your Brand on their college campus."