Humans are naturally pack animals and want to attach themselves to other like-minded people. This includes family, friend groups and now this real life concept has entered the digital world. Social media platforms like Instagram, Reddit, and Facebook have accelerated the adoption of online communities to the point it has become an expectation from consumers. This is especially the case for Gen Z who are the main catalysts for the growing need for online communities. For this reason, every brand should aim to create an online community, with community members who are brand advocates, offline and online.

Photo by Diego PH on Unsplash

Post-pandemic there is an increased demand for wellness products, largely driven by Gen Z who are pioneering a broader picture of health. As the younger generation rises in importance, commanding $360 billion in disposable income as of 2021, it is vital to understand their needs. In this article we consider four case studies, to understand how brands might capture new consumer interest in the wellness industry.

Photo by Vitalii Pavlyshynets on Unsplash

Is it really important for brands to craft a marketing strategy that allows them to be active in the metaverse? And who are the current users? Both consumers and brands are still figuring out how to navigate the metaverse. Needless to say, the integration of virtual and physical is the future, and brands will need to adapt to this new reality.

Photo by Jason Leung on Unsplash

For Generation Z, representation goes beyond non-sexist, non-traditional gender roles. We are one of the most diverse generations yet, and we want to see this diversity reflected in the advertising and brand initiatives we see.

Photo by Norbu GYACHUNG on Unsplash

Gen Z is the consumption generation of tomorrow, because Gen Z already represent 26% of the population with a spending power of US150 billion. Clearly, this means that we are a key demographic for any brand and brands need to start listening to our wants and needs today. But be aware – our generation is different than our Millennial siblings, our Gen X or Boomer parents. Naturally, what makes Generation Z different from other generations, has consequences for brand engagement, even brand loyalty, so brands need to rework their marketing strategy to account for their Gen Z audiences – to avoid what could be potentially high cost of not effectively engaging with us.

Photo by Isi Parente on Unsplash