(Good) Advertising for Youngsters ?

LONG PAPER

Let’s start at the end because we must practise what we preach. No need to wait until the end of the article to grasp the main idea. To make a good ad targeted to the newer generations, the message has to be authentic above all. Authentic means being original, true, genuine, unique, have personality, be respectful, be courageous, and trustworthy. There you go!

Well, maybe you would like to know a bit more about this and deepen your knowledge on how the aforementioned values can have a positive impact in the long run. We don’t blame you. Of course, you have to grab the attention of your audience like any good communication strategy. But then what? The keyword is the “Social Purpose”. Or simply having a goal that truly fulfills the consumer, rather than simply wanting to sell him a product or service. According to a study by Accenture Strategy (end of 2018), only brands with a strong sense of corporate social responsibility manage to build themselves a solid future. Consumers that feel a strong bond with these brands will not only buy their products but will also become ambassadors of the brand. Consumers have all the power in their hands. They are the ones that make or break a brand. In a way, they become co-owners of a brand.

As for the youngsters, they are at the heart of this consumption via social networks, but also at the heart of the current ecological revolution. There are not many alternatives. To resonate with their values, you have to have a social purpose…or not. Uber, Amazon, Netflix, Aliexpress are all hits amongst the Millennial and Generation Z cohort, and yet they are not that eco-conscious. Why is that then? Here again, the customer holds the reins. If the product is not well received, the customers won’t consume anymore. Their wants dictate the future of these brands and builds their content, be it in the form of a petition for a new season of their favourite show, or a storm of thumbs down on a restaurant’s Trip Advisor page. The main problem remains the wallet of your youngster audience which is certainly not overflowing with Euros and Bitcoins. If they have the choice between two alternatives, they will automatically go for the cheaper one. Minus a few sacrifices like a totally overpriced ticket to Tomorrowland or the newest iPhone.

On the one hand, we have this craze of the social purpose trend, and on the other hand this need to be competitive in terms of price to attract the purchases of young generations. This is what gives birth to brands like TOMS, Ecosia or CosmEthics, and other trends like greenwashing. At the core, this isn’t such a bad thing given that these schizophrenic brands are walking down the path to a more eco-conscious behaviour. To sum this up, all you need to make a good ad to reach Generation Z is a good dose humour, authenticity, and a pinch of social purpose.

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