gen z and cause-related / pro-social branding: 8 rules for playing big
TRANSCRIPT
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Gen Z and Cause-Related/Pro-Social Branding
8 Rules For Playing Big
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1. All the Pieces Better Fit Together
Gen Z kids want to do good in the world… But have a quick bull**** detector
Align your brand and
cause carefully
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2. Connected Worlds
For Generation Z, the digital and
physical are interconnected.
Make sure what they do in virtual
space has real-world
consequences.
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3. Manage Sharing and Privacy
Gen Z is highly social, but also privacy conscious. Give options for sharing, and enough control not to…
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4. Know Where Extrinsic Meets Intrinsic
Motivations to do good change over childhood Ages 2–7 - Prizes or simple recognition Age 7+ - Good feeling (but they still love stuff or getting experiences!)
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5. Don’t Leave Them Hanging
Kids need closure.
If you ask young people to do something, let them see or feel the results.
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6. Once You Get ‘Em…
It’s harder to re-engage kids once you’ve lost them, than to engage them in the first place.
Have a plan beyond stand-alone campaigns.
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7. DIY
Gen Z (and their parents) are in the center of the “maker movement”:
Challenge them to invent, to create,
to build.
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8. Connect Generations
Gen Z likes spending time with families…
Let parents and grandparents play and give, too!
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Let’s PLAY Together!
Tag – You’re It!