{"id":26129,"date":"2021-04-01T10:14:39","date_gmt":"2021-04-01T08:14:39","guid":{"rendered":"https:\/\/www.deptagency.com\/?post_type=article&p=26129"},"modified":"2025-11-27T11:10:24","modified_gmt":"2025-11-27T09:10:24","slug":"how-millennials-and-gen-z-are-shifting-the-essence-of-branding","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-dk\/insight\/how-millennials-and-gen-z-are-shifting-the-essence-of-branding\/","title":{"rendered":"How millennials and Gen Z are shifting the essence of branding"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/a>\n\t\tHow millennials and Gen Z are shifting the essence of branding\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tMax Pinas\t\t
\n\t\tExecutive Creative Director\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\tDate\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t1 April 2021\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\tMillennials; for many brands, this word has become all-encompassing, as Millennials are seen as the generation that is shaping society. However, this is not completely accurate. Because apart from Millennials (who are between the age of 22-37), you have another important target audience on the rise that is changing society: Gen Z (currently between 10-22 years old). Combined, these two generations are best typified as Millzy\u2019s. Their mindset and increased social awareness are changing the way companies brand themselves, make products and interact with consumers.\t<\/h2><\/div><\/div>\n\n
\n\t\tThe new normal\t<\/h2><\/div><\/div>\n\n
\n\t\tWe are currently experiencing a digital revolution, one that is embedding technology into humans and society as a whole. Whilst experiencing this shift, aesthetics are becoming increasingly important. As shown by the one billion people who use Instagram every month. More and more it\u2019s about short social copy with an attractive visual to truly captive people online. This makes sense, we are visual beings and\u00a0process images 60,000 times faster<\/a>\u00a0than text. Because of this, products can no longer be solely functional, they also have to be visually appealing to be popular. Think about today\u2019s most popular brands such as\u00a0JBL<\/a>\u00a0or Nike, their products are not only high quality but also sleek in design. People flock to those brands because their attractiveness elicits pleasant emotions in the buyer.\t<\/p><\/div><\/div>\n\n
\n\t\tA different message\t<\/h2><\/div><\/div>\n\n
\n\t\tAesthetics are not everything though, your brand message and attitude counts just as much. In fact, many\u00a0Millennials\u00a0have indicated that brand purpose is important to them in their decision to associate and\/or buy from a brand. This generation is driving change via their shift in mindset and they are putting their money where their hearts are. Gone are the days where you could produce an item, buy a billboard on a highway, and hope publicity and a catchy slogan would be enough to get your name out there. You now have to sell the \u201cwhy\u201d of your company.\t<\/p><\/div><\/div>\n\n
\n\t\tNow, implementing and conveying the purpose of your brand story, however, is easier said than done. And there are numerous\u00a0examples<\/a>\u00a0of brands that don\u2019t get it right, even though they have the best intentions. This is because simply adding meaning in an ad or two isn\u2019t enough anymore. You need to embody your \u201cwhy\u201d and practice what you preach. Especially in this digital day and age, the last thing you want is to go viral for the wrong reasons. So, live and breathe your company identity. It should be recognisable in all that you do. Keep in mind that it should make sense and align with your values and the products you offer. Not every company can just add \u2018purpose\u2019. But if you do, make it visible throughout your entire brand story. After all, brand consistency builds trust with the consumer.\t<\/p><\/div><\/div>\n\n
\n\t\tAn example of a brand that does this well is Patagonia who makes conserving the environment part of its corporate mission and proves that a business can turn a profit whilst standing for a social cause. Lastly, be transparent about your company and business practices. Don\u2019t hesitate to admit to your mistakes and be willing to learn and make a change when needed. Consumers will, in turn, reward companies who do \u201cgood\u201d, who use their power for the better and who are socially responsible by not only buying their products but also by recommending and sharing said product online with others.\t<\/p><\/div><\/div>\n\n
\n\t\tSocial media strategy\t<\/h2><\/div><\/div>\n\n
\n\t\tSo you have your strong brand purpose and\/or mission, but how do you go about spreading this message? Social media is a logical place to start since that is an easy place to connect with consumers. However, Millzy\u2019s, nowadays, see straight through your ads. You\u2019re no longer competing with other brands on social media, you\u2019re competing against cute cat videos and funny memes. Thus, you need to capture people\u2019s attention and for that you need\u00a0content. But, content does not equal ads, it means genuine posts people want to see on their timelines next to their favourite cat video. Content elicits a response and can make people fall in love with your brand, it\u2019s a powerful tool you can use to convince prospects to become customers.\t<\/p><\/div><\/div>\n\n
\n\t\tNow, your social media content must fit your brand and your purpose. To accomplish this, find a mood or sentiment and style that represents you and fits your audience and channel that in every one of your posts across all platforms. Also, create engaging content which will evoke a positive response within the consumer. You can do so by starting conversations, being diverse with your content, finding a balance between using popular keywords but also niche keywords that target a specific audience and creating a story around each post. If you successfully generate interesting content on social media this can lead to higher brand awareness, a positive attitude towards your brand and a higher buying intent. However, remember to carry that same message internationally. Tailoring your business proposition for each market is common but your essence should never change.\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t