Conscious generation
Posted: Sun Feb 16, 2025 8:11 am
This year, young people spent an average of £298 (US$394) on Black Friday, while their parents spent £251 (US$332) and grandparents, £206 (US$272). At the same time, it is estimated that 9 in 10 young Britons expect to actively contribute to charitable causes when purchasing any product .
Finally, young Gen Z shoppers were 41% more satisfied with their Black Friday purchases associated with discounts from companies that “gave back” the economic benefit in some way (through donations or some climate offset action).
But what about traditional Black Friday marketing (and all other popular shopping dates)?
Is traditional marketing dead?
The immediate answer is no . But as you've already learned (I hope), in Digital Marketing you always need to adapt your message to the audience you want to reach, right? If your audience profile is changing, it's also time to review some practices.
We already know how important topics belarus phone number list like conscious consumption, sustainable practices, climate compensation, etc. are for Generation Z. To effectively reach this golden audience , what you need to do is include incentives and give back within your marketing actions . But how?
Some brands have already “awakened” to this, while others are making great strides. We can mention brands like Harvey Nichols and Tommy Hilfiger , which are helping to combat climate change by reducing waste and emissions. It is no coincidence that they have a legion of passionate buyers.
It is important to emphasize that this is not a passing reality. In fact, it is quite the opposite: this is the profile of an entire generation. Therefore, this is a trend that is here to stay. The point is: you must focus not only on conscious marketing, but also on being a sustainable brand with genuinely sustainable practices. Marketing, then, should be a consequence rather than an immediate action.
Finally, young Gen Z shoppers were 41% more satisfied with their Black Friday purchases associated with discounts from companies that “gave back” the economic benefit in some way (through donations or some climate offset action).
But what about traditional Black Friday marketing (and all other popular shopping dates)?
Is traditional marketing dead?
The immediate answer is no . But as you've already learned (I hope), in Digital Marketing you always need to adapt your message to the audience you want to reach, right? If your audience profile is changing, it's also time to review some practices.
We already know how important topics belarus phone number list like conscious consumption, sustainable practices, climate compensation, etc. are for Generation Z. To effectively reach this golden audience , what you need to do is include incentives and give back within your marketing actions . But how?
Some brands have already “awakened” to this, while others are making great strides. We can mention brands like Harvey Nichols and Tommy Hilfiger , which are helping to combat climate change by reducing waste and emissions. It is no coincidence that they have a legion of passionate buyers.
It is important to emphasize that this is not a passing reality. In fact, it is quite the opposite: this is the profile of an entire generation. Therefore, this is a trend that is here to stay. The point is: you must focus not only on conscious marketing, but also on being a sustainable brand with genuinely sustainable practices. Marketing, then, should be a consequence rather than an immediate action.