Gen Zers are shapers of the future – Brand Strategists
By Abimbola Mohammed
Aditi Mishra, CEO, Lodestar UM, and Kulanath Kaushik from Lodestar UM’s strategy team, have asked brands to be dynamic, make use of the right technological tools aside just social media to meet their audience. They noted that Gen Zers are the shapers of the future, advising that brands and agencies avail them the right information about their brand purpose because they (Gen Zers) always go back to verify.
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”.
In the 5th episode of the podcast monitored by MARKETING EDGE, the strategists maintained that brands need to think in more critical ways as critical thinking will be part of consumers’ journey and decision making in the future.
Kaushik words: “The Gen Zers are evolving; they evaluate everything rationally because they have so much access to information. They go back to do research on everything you speak to them about and perform due diligence. They evaluate based on their own rational thought process. So it is imperative for the brands or agencies interacting with them to keep in mind that the next generation is definitely becoming more intelligent, more informed, more equipped to handle anything that is thrown at them.”
The strategists were of the opinion that in the future, critical thinking will be part of the consumer journey or consumer decision making process.
On her part, Mishra argued that critical thinking has always been there when brands are dealing with consumers, adding that they prioritise the important parameters at any point in time and evaluate a brand’s choices against those parameters.
“Brands need to be more vocal about what they offer, their purpose, and how they connect beyond the products or services. Even though not all brands can do purpose campaigns, at least they should take steps to be more helpful,” she said.
Speaking on legacy brands, Mishra noted that they should be more deliberate in their approach to meet with today’s consumers.
“This is why legacy brands need to continue to be meaningful for this generation even if Gen Zers are continuously using the brand for years. Brands should still continue to strengthen their strategy, recast how they are seen by checking if they’re being meaningful while sharing their purpose. It is no longer business as usual. Gen Zers are clear with what they want. They’re purpose driven with much rationalized thinking, and that should definitely do.”
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