Whiplash Team, November 15th, 2024
Brand activism and Generation Z: beyond words
In recent years, the term “brand activism” has gained significant relevance. For Generation Z, born approximately between the mid-1990s and early 2010s, this concept is more than just an advertising slogan: it represents the social responsibility they expect from brands.
Focusing on and understanding Generation Z today is crucial. This generation makes up 25% of the world’s population and is already the largest generation globally, with a purchasing power of 7 trillion dollars.
Additionally, it is estimated that by 2030, members of this generation will comprise 30% of the global workforce.
This digitally native and socially conscious group is redefining expectations about the role companies should play in society. In this context, brand activism is not optional but an imperative to connect genuinely and legitimately with this generation.
We live in an increasingly interconnected and socially aware world. This implies that brands that choose to support causes aligning with their audience’s expectations and succeed in building honest relationships are better positioned to grow and create a positive legacy.
What is brand activism?
Brand activism goes beyond launching campaigns or products to gain visibility. It is about a genuine and sustained commitment to social, environmental, or political causes that matter to both the brand and its audience.
This type of activism requires consistency between purpose and actions, as today’s young audience values authenticity over any superficial marketing strategy.
Brand activism essentially represents a company’s willingness to champion issues that affect society, not just its customers, with the aim of generating a positive and lasting impact.
Generation Z and their relationship with brands
Generation Z grew up in a globalized environment, with access to information and social networks from an early age. They are digital activists who do not hesitate to demand transparency and accountability.
For them, traditional marketing no longer has the same weight or credibility; they seek a deeper connection and shared values. This is a generation with a critical view of the brands they consume and who can distinguish between those that are genuinely committed and those that simply “greenwash” or “pinkwash” (superficially using sustainability or diversity).
According to a Porter Novelli/Cone study, 90% of Generation Z consumers believe companies have a responsibility to act to improve the world. Additionally, 75% prefer to buy products from companies that share their values.
This shows a clear trend: young people value brands that, beyond offering a good product or service, represent a cause and uphold ethical principles.
The challenge of genuine activism
One of the biggest challenges of brand activism is avoiding the perception of opportunism. At a time when consumers are increasingly critical, Generation Z seeks an authenticity that few companies have achieved.
They are a skeptical generation with access to information, so they can detect when a company engages in superficial or symbolic actions without true commitment.
To be authentic, brand activism must be part of the company’s DNA. This involves not only making public statements or launching flashy campaigns but genuinely committing to structural changes aligned with the values the brand promotes.
Brands must be willing to take risks and invest resources in the causes they identify with.
Success stories: brands that are doing it right
Some brands have understood this need for authenticity and found effective ways to connect with Generation Z through brand activism. A clear example is Patagonia. This outdoor clothing company has been a pioneer in defending environmental causes for years.
Instead of merely talking about sustainability, Patagonia has implemented business practices that reflect a genuine commitment to the environment, such as donating a percentage of its sales to ecosystem preservation and its “Don’t Buy This Jacket” campaign, which encouraged consumers to shop responsibly.
Another notable case is Ben & Jerry’s, the ice cream brand that has taken an active stance on issues such as climate change, social justice, and civil rights. Their campaigns address complex issues and show how brand activism can be a powerful tool to inspire and mobilize consumers.
How can brands adopt effective activism?
For a brand to be seen as a real change agent and connect with Generation Z, it needs to adopt a holistic approach to activism. Key strategies include:
- Define a clear purpose: Every brand needs an authentic purpose, aligned with its values and actions. This purpose should drive all company decisions and enable a genuine response to social needs.
- Transparency and accountability: Generation Z values transparency and honesty. Companies should openly communicate their goals, challenges, and progress on sustainability or social justice issues. Progress reports and evidence of concrete actions are key to building trust.
- Permanent commitment, not just temporary campaigns: Brand activism should not be an isolated effort. Brands must demonstrate long-term commitment and be willing to listen to their audience’s demands and concerns.
- Involve the community: One way to connect with Generation Z is to include them in the process, allowing them to participate in the brand’s mission actively. This could involve collaboration in campaigns, fostering participation in social initiatives, or creating spaces for them to share their opinions.
- Stay updated and flexible: The causes that matter to Generation Z evolve constantly, and brands must be willing to adapt and stay updated. This does not mean changing causes but expanding their vision and including new commitment forms.
The future of brand activism
For Generation Z, brand activism has become a decisive factor in choosing where to spend their money and which brands to support. With their critical approach and digital activism, this generation is exerting unprecedented pressure on companies to be responsible and authentic.
Brands that manage to understand and adapt to this shift in consumer expectations, and demonstrate a deep commitment to their values, could become leaders of social change and earn the loyalty of an influential and demanding generation.
Brand activism is no longer a passing trend but a requirement in the Generation Z era.
