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.

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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.

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Nostalgia is trending with Gen Z. To escape an overstimulated reality and the impending adult responsibilities, younger generations are seeking refuge in the past.

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My question is: who likes to sit alone at the party and watch everyone else enjoy the fun? Well, this is the reality for over half of ethnic minorities in the U.S. 71% of non-white consumers believe that their race is not accurately represented in advertising, compared to 60% of white consumers. Also, 65% of non-white consumers believe they are not frequently represented in social media ads or marketing campaigns, compared to 49% of white consumers. These findings highlight the clear inequality in the advertising industry that we will further investigate in this blog with a specific spotlight on Black people. We will demonstrate the importance of diversity and inclusive marketing, and the clear opportunity for brands to reach all their target audience. We then provide the steps that brands can take to increase the accurate representation of diverse audiences in ad campaigns.

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Consumers are increasingly adopting a more sustainable lifestyle, by reducing food waste or their use of single-use plastic, reducing the amount of new products they buy, or buying more seasonal produce. Consequently, consumers are increasingly choosing brands that build their initiatives on sustainable and ethical values – requiring brands to communicate their sustainability strategy in a clear and meaningful way that resonates with potential customers.

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