Social responsibility may not be a priority for many brands, but there is a generation that believes that it should. Members of Gen Z have made it loud and clear that they care about brands with values more than brands that offer them value. A 2015 Nielsen study found 72% of Gen Z members are willing to spend more on a product that comes from a socially responsible brand.
Your brand might care about social and environmental issues, but how is it going to share that information with young audiences? Traditional marketing tactics alone won’t do the trick.
In an age of massive amounts of information consumption, content creation is the key. Although plateauing, the average 25-34 year old is using social media for 2 hours 37 minutes daily, with that time rising to 3:01 among 16-24 year olds.
While this information may not be a shock to some, it offers a pair of insights: social media remains one of the best ways for your brand to reach your younger audience, specifically Gen Z, and that your brand faces a constant battle to remain memorable in the fast paced digital world.
So we know that to improve engagement with Gen Z, brands should have a social media presence as well as demonstrate how brand values align with those of consumers, but how does content creation play a role?
The number of platforms clamoring for attention is increasing by the day. Identify the platforms your brand can utilize and create for them. Creating across multiple platforms allows brands to do more than sell, it provides the opportunity to tell the brand story in new and exciting formats in digital spaces occupied by valued consumers.
Identifying the core values of your brand is the first and most important step in content creation. Understanding the values that drive internal voice will give direction to the content being produced for external audiences.
Resist the urge to pull from external sources, like the latest meme templates or imitating the voice of your social media following. Authenticity is easy to identify but hard to fake. These efforts may be well meaning, but can alienate your brand from your audience. The best content comes from remaining true to self from a brand perspective.
A clear example of authenticity in content creation is Patagonia. The outdoor apparel maker has a clear ecological mission that is easily found on the homepage of their website.
Despite being popular among FinTech bros and the movers and shakers found on Wall Street, not a single social media post attempts to appeal to those markets, curating a presence that highlights its green message.
Outside of the social media sphere, the company has written stories through the experiences of their customers and influencers, blogged about policy that affects the environment and even released a documentary about fish farms, all while rarely mentioning their products.
Even if you are creating content for a brand outside of the apparel industry, there are still lessons to be learned from Patagonia. Releasing a documentary is indeed outside the realm of apparel but it works because of the brand’s stated values. What creative ways can your brand communicate its values to appeal to Gen Z?
Stepping outside of the traditional scope of content sets brands apart from competitors vying for the same consumers. A film may not be in the budget, but what about a web series or Instagram stories that highlight issues your brand cares about?
The younger generation appreciates real world applications of your goods and storytelling is one of the best ways to communicate benefits. Tell stories with the help of influencers in your product’s niche and customers. Stories need not always be melodramatic, but showing how real people interact with your brand has real value, especially among members of Gen Z.
The most important lesson to learn is that brands should never lose sight of what values they are built upon. It may be exciting to learn how a new segment is interacting with your brand, but does this new segment align with brand values? Taking your metaphorical eye off the ball in pursuit of a different demographic can leave your brand in a place of limbo that turns people away.
There are no surefire methods that one can point to for guaranteed success, but it is important to be willing to think past tradition to reach Gen Z. The most diverse generation in United States history can only be reached through diverse and engaging methods.
What personal information do we collect from the people that visit our blog, website or app?
When ordering or registering on our site, as appropriate, you may be asked to enter your name, email address, phone number or other details to help you with your experience.
When do we collect information?
We collect information from you when you subscribe to a newsletter, fill out a form or enter information on our site.
How do we use your information?
We may use the information we collect from you when you register, make a purchase, sign up for our newsletter, respond to a survey or marketing communication, surf the website, or use certain other site features in the following ways:
• To send periodic emails regarding your order or other products and services.
We’ll ask for your consent before requesting any type of information, it’ll also be optional to do so. You can also easily withdraw it or change it at any time. However, failure to provide that consent will prevent us from delivering content and other experiences to you.
Where do we storage your data?
We store all your data exclusively on our servers for at least a year, and we are the only ones that have access to them.
How can you access to your data?
You can exercise, at any time, the rights of access, rectification, cancellation and opposition of your personal data via email, addressed to firstname.lastname@example.org indicating your name, surnames, telephone number, attaching a photocopy of your ID or official document that proves your identity and clearly indicating the right you wish to exercise.
How to ask us to delete your data?
If you would like to unsubscribe from any of our communications you may do so by sending us an email to email@example.com. Otherwise, by continuing to interact with our emails, you provide us with permission to manage and use your data as described above.
How do we protect visitor information?
We do not use vulnerability scanning and/or scanning to PCI standards.
We use regular Malware Scanning.
Your personal information is contained behind secured networks and is only accessible by a limited number of persons who have special access rights to such systems, and are required to keep the information confidential. In addition, all sensitive/credit information you supply is encrypted via Secure Socket Layer (SSL) technology.
We implement a variety of security measures when a user enters, submits, or accesses their information to maintain the safety of your personal information.
All transactions are processed through a gateway provider and are not stored or processed on our servers.
What happens if there’s a data breach?
We will inform all of our users within the first 72 hours.
Do we use 'cookies'?
You can choose to have your computer warn you each time a cookie is being sent, or you can choose to turn off all cookies.
You do this through your browser (like Internet Explorer) settings. Each browser is a little different, so look at your browser's Help menu to learn the correct way to modify your cookies.
If you disable cookies off, some features will be disabled that make your site experience more efficient and some of our services will not function properly.
Third Party Disclosure
We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information.
Third party links
We do not include or offer third party products or services on our website.
Google's advertising requirements can be summed up by Google's Advertising Principles. They are put in place to provide a positive experience for users.
We use Google AdSense Advertising on our website.
We have implemented the following:
• Google Display Network Impression Reporting
• Demographics and Interests Reporting
We along with third-party vendors, such as Google use first-party cookies (such as the Google Analytics cookies) and third-party cookies (such as the DoubleClick cookie) or other third-party identifiers together to compile data regarding user interactions with ad impressions, and other ad service functions as they relate to our website.
Opting out: Users can set preferences for how Google advertises to you using the Google Ad Settings page. Alternatively, you can opt out by visiting the Network Advertising initiative opt out page or permanently using the Google Analytics Opt Out Browser add on.
California Online Privacy Protection Act
According to CalOPPA we agree to the following:
Users can visit our site anonymously
How does our site handle do not track signals?
We honor do not track signals and do not track, plant cookies, or use advertising when a Do Not Track (DNT) browser mechanism is in place.
Does our site allow third party behavioral tracking?
It's also important to note that we allow third party behavioral tracking
COPPA (Children Online Privacy Protection Act)
When it comes to the collection of personal information from children under 13, the Children's Online Privacy Protection Act (COPPA) puts parents in control. The Federal Trade Commission, the nation's consumer protection agency, enforces the COPPA Rule, which spells out what operators of websites and online services must do to protect children's privacy and safety online.
We do not specifically market to children under 13.
CAN SPAM Act
The CAN-SPAM Act is a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have emails stopped from being sent to them, and spells out tough penalties for violations.
We collect your email address in order to:
To be in accordance with CANSPAM we agree to the following:
If at any time you would like to unsubscribe from receiving future emails, you can email us at
• Follow the instructions at the bottom of each email. and we will promptly remove you from ALL correspondence.
7315 Winsconsin Avenue, Suite 400 W
Bethesda, MD 20814
Last Edited on May 25, 2018