gen z and cause-related / pro-social branding: 8 rules for playing big
Post on 20-Aug-2015
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Gen Z and Cause-Related/Pro-Social Branding
8 Rules For Playing Big
1. All the Pieces Better Fit Together
Gen Z kids want to do good in the world… But have a quick bull**** detector
Align your brand and
cause carefully
2. Connected Worlds
For Generation Z, the digital and
physical are interconnected.
Make sure what they do in virtual
space has real-world
consequences.
3. Manage Sharing and Privacy
Gen Z is highly social, but also privacy conscious. Give options for sharing, and enough control not to…
4. Know Where Extrinsic Meets Intrinsic
Motivations to do good change over childhood Ages 2–7 - Prizes or simple recognition Age 7+ - Good feeling (but they still love stuff or getting experiences!)
5. Don’t Leave Them Hanging
Kids need closure.
If you ask young people to do something, let them see or feel the results.
6. Once You Get ‘Em…
It’s harder to re-engage kids once you’ve lost them, than to engage them in the first place.
Have a plan beyond stand-alone campaigns.
7. DIY
Gen Z (and their parents) are in the center of the “maker movement”:
Challenge them to invent, to create,
to build.
8. Connect Generations
Gen Z likes spending time with families…
Let parents and grandparents play and give, too!
Let’s PLAY Together!
Tag – You’re It!
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