For decades, good marketing was good marketing – whether or not the company behind the marketing had a soul. But GenZ is changing the game for brands, and this next generation of consumers is now every marketer’s top priority. GenZ wants brands to stand for something, even if it’s controversial. And 78% of them are willing to change their purchase decisions accordingly. And while brands value corporate responsibility, they’re missing the mark on reaching, engaging, and activating young people around their brand purpose.
In this session, you’ll learn how DoSomething.org (the largest org for young people and social good) infuses purpose into marketing in a way that activates millions of GenZers to support companies and causes by reaching them where they are. Meredith Ferguson and Mary Noel, the team behind DoSomething’s social impact consultancy, will share how the insights from activating DoSomething.org’s 6 million members for good now helps other brands build relationships with GenZ based on shared values. In this new era of brand loyalty, we’ll separate fact from fiction and ensure you have the tools to effectively engage a new generation.
Attend this session and learn:
- Why ‘purpose’ is more than a trend (and why does it matter?)
- How brands build authentic, purpose-driven engagement with GenZ consumers
- The data-backed motivational triggers that inspire young people to care about a particular brand, cause, or social issue
- What brand leaders should change about their approaches to connecting with a younger generation