How to stand out to your Millennial and Gen Z consumers
Before purchasing a new product or service, around half of Millennial and Gen Z consumersresearch the company to see if they’re doing good for society and the environment*.
For businesses already ‘doing good’, here are three comms actions you can take to help stand out to your Millennial and Gen Z customers:
Make information about your CSR goals – and importantly, what you’re doing – clear to your customers. An accessible location on your website is a great place to start.
Use storytelling to update people about your CSR goals and achievements, and consider how you can bring them on the journey with you. Apple recently released an excellent video with an update on their sustainability commitments (you can find it on my profile), but you don’t need a huge budget to do this. Think about how you can use your existing marketing platforms, like your blog, podcast or social media channels.
Educate your team. Help build their pride in what your company is doing to make a difference. Empower them to live your brand’s values, get involved and share information.
Now more than ever is a great time to highlight the when, where, why and (most importantly) how your company is contributing to a better world.
*Cavill + Co, September 2023 • The Conscious Consumer Report 2023, Corporate Edition | p. 39
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