Stepping Up for Gen Z

Is your brand ready to empower Gen Z to re-enter and change the world?

The author(s)

  • Karin O'Neill Senior Vice President, US, Ipsos UU
  • Andrea Greaves Qualitative Specialist, Ipsos UU
  • Ella Farrell Intern, U.S. Qualitative
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As the school year begins, Gen Z faces especially tough circumstances in the continuing pandemic. This translates into a unique opportunity for brands to connect with and support Gen Z during this latest COVID limbo. Here’s how:

  • Learn what’s important to them and stand for something, authentically. Many issues are important to Gen Z, from sustainability to fair treat­ment, diversity, equity, and inclusion, mental health, COVID-19, and more. But while Gen Zers want brands to take a stand, they quickly sense shallow efforts.
  • Reflect their world in brand communications. Gen Zers expect to see a global view including diversity, intersectionality and individuality.
  • Meet their re-entry needs. Emerging from pandemic isolation, Gen Zers have a strong need to rebuild connections, as well as address their mental and physical health needs. Consider how your brand can help with or be sensitive to these concerns. While it’s tempting for brands to “skip” COVID-19, it’s not a genuine way to connect with Gen Zers who were tremendously impacted.

Download our latest paper with detailed research insights, or revisit our on demand webinar to hear from our panel of Gen Z college students.

The author(s)

  • Karin O'Neill Senior Vice President, US, Ipsos UU
  • Andrea Greaves Qualitative Specialist, Ipsos UU
  • Ella Farrell Intern, U.S. Qualitative

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