Why marketing strategies that eradicate falsity and put generosity first are essential to engaging Gen-Z
A generation that is continually defined by generosity, 72% of the ‘baby boomers’ generation are recorded to give a portion of their earnings to charitable causes. Disrupting the philanthropic landscape however are the emerging Generation-Z group who are both more aware of the need for charitable causes, and more inclined to give than any generation before.
Also known as the “Philanthroteens”, the Gen-Z cohort born after 1995 comprise a substantial 2 billion of the population. In 2018, it is reported that 44% of them gave on average $341 dollars p/a, totally $3.2 billion.
As Gen-Z stockpile into the workforce the need to discover appropriate and culturally relevant strategies that pertain to the things that matter most to them in order to maximise engagement, has never been greater.
For example, where millennials were privvy to economic and social stability (for the most part), never has a generation such as Gen-Z been more aware of the fragility of the world around us; terrorism, economic uncertainty, new illnesses, humanitarian disasters. Yet, in true humanitarian spirit, we find ways to make a difference, making Gen-z hyper aware and also hyper vigilant to make a difference.
2017 Global Trends report that Gen-Z do like to give to charities and get involved social issues. Here are some more trends that demonstrate their charitable habit:
57 percent of young people will save their money rather than spend it
32 percent of Gen Z donate their own money
10 percent want to start their own nonprofit organisation
Marketing strategies and tools used today should eradicate falsity and inauthenticity by putting generosity and kindness at the heart of every transaction in order to effectively reach Generation-Z.
Kindred is a new social media marketplace that connects brands directly with consumers and promotes sales in an authentic and genuine way — whilst giving back to a charity of their choice on every sale. Influencers become ‘advocates’ as they share recommendations through word of mouth, turning it into direct sales. Paid Partnerships are replaced with genuine, authentic recommendations.
Kindred’s new marketplace provides the solution to the rising Gen-Z consumers who desire to do good in the world and give back.
1. Kindred is simple, transparent and easy to use
Kindred’s easy-to-use app and straight-forward business model puts the dwindling attention span of young Gen-Z donors at no jeopordy. Kindred’s mobile friendly website and app makes a brilliant first impression. Kindred’s brand aim and business model is also laconic, digestible and straightforward enough such that Gen-z cohort understand the purpose and are more likely to engage.
2. Share what you love
The exchange of truth builds trust; which is why Kindred’s policy of authenticity and genuine recommendations by sharing what you love, builds trust between brand, influencer and the consumer. Gen-Z consumers in particular respond to this exchange of trust knowing that their purchases are not born off the back of paid partnerships but a real story told about what influencers love. With this increase in sales, comes the greater impact and contribution towards meaningful causes. It’s a cycle of generosity, kindness and authenticity that results in a win for all.
3. Become a conscious consumer
By far the biggest pull of Kindred is the charity angle on the side, where influencers donate a portion of sales to their favourite charity. Not only are Gen-Z confronted by authentic, word-of-mouth recommendations, but presented with the opportunity to become conscious consumers as they do good in their daily lives.
On top of securing significant sums for charities in their beta phase, Kindred plans to match fund charitable donations on specific days and months of the year such as Breast Cancer Awareness Month or World AIDS Day.
For more, please see Kindred.co