Be appealing and dynamic to GenZ, strategists urge brands
By Abimbola Mohammed
Aditi Mishra, CEO, Lodestar UM, and Kulanath Kaushik from Lodestar UM’s strategy team, have asked brands to be dynamic, agile and authentic to keep pace with GenZs.
They made this call during a Podcast called “GenZs’ Interaction with Brands”, monitored by MARKETING EDGE on YouTube, recently. The podcast was organized by E4m in collaboration with Lodestar UM, one of India’s leading media agencies and a part of the Mediabrands India network, to create “Generational Zeitgeist”.
Commenting on the growth of modern brands amongst GenZ and how it is important for brands to enable experiences, they stressed the need for brands to be dynamic, agile, authentic, transparent and get their core promise right.
Commenting, Mishra said: “The GenZs value authenticity and purpose-driven brands that deliver on their core promise, enabling them to sail through tough times. Brands that are adaptable, agile, and keep pace with the dynamic and fast-moving world can create a pull.”
She further noted: “The pandemic presented an excellent opportunity for brands to demonstrate agility by pivoting to new services, as exemplified by Zomato/Swiggy’s entry into grocery delivery and Amazon Prime Video’s introduction of Watch Party. Thus, brands should empower GenZs to be part of their progression by being dynamic and agile.”
“If you look at it, it is really about the rational decision making that Genz is looking at based on the information at their disposal. So, a brand or product which seems to fulfill their need is the brand that they will choose. Technology is making brands available and sort of powering the growth of D2C brands,” she added.
According to Kaushik, GenZs appreciate brands with strong fundamentals and propositions, and, therefore, should focus on getting the value right.
“GenZs have a programmatic mindset; they know brands that will add value to their lives and the ones that have very strong functional benefits. They evaluate various parameters and definitely skew more towards functional panel builders like quality trust, access price, reviews, recommendations etc. These are things they value and appreciate. So, brands that focus on those qualities tend to thrive a lot today,” he said.
He mentioned that brands with strong fundamental propositions tend to build loyalty with GenZs, based on their observation and through research and processes carried out by their team.
RECOMMENDED ARTICLES
Comment
No comments found.