'Generation Covid' Stands To Change Marketing As We Know It

Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. With 2022 underway, I want to ensure we have the foundation in place to continue to deliver best-in-class work for our clients. Marketers are looking for data-infused, strategy-led and culturally-relevant insights as brands and entire industries have been repositioned and, in some cases, de-positioned. As changes in consumer behavior continue to shift brand priorities and the tech evolution continues to change the way we engage, growth will only come from building meaningful relationships between people and brands. Each quarter, Havas releases one of its global Prosumer Reports that looks at trends emerging from a subset of 15-20% of consumers who are first to market—usually 6-18 months ahead of mainstream. These "Prosumers" are forward-thinking, proactive, socially and environmentally conscious, and they are today's leading influencers and market drivers. Beyond their own economic impact, Prosumers are important because they influence the brand choices and consumption behaviors of others. This data is key to uncovering insights we can leverage to deliver exceptional work to our clients. Our latest Prosumer Report, Generation Covid, is especially pertinent as we continue to navigate the lasting effects of the pandemic and guide our clients on how to react and respond. For this report, we surveyed 17,500 people aged 18–34, including an oversampling of Gen Z and millennial participants in six key international markets. With this survey, we sought to better understand how Covid-19 and its related challenges—lockdowns, travel restrictions, school closures, remote learning and economic downturns—have affected young people’s behaviors, attitudes and sense of what the future holds. Not surprisingly, 67% of Prosumers say it’s harder to be 20 years old today than it was two decades ago, and 82% of Gen Zers think their generation has had to make many sacrifices because of Covid-19. Specifically, there are four key areas from this report for brands to lean into in 2022. How to Be a C-Suite Unifier Youth, interrupted Covid-19 has robbed young people of vital opportunities to socialize, experiment and grow. Not having these life-shaping experiences promises to have an enduring impact on how they engage with people and brands, as well as what becomes most important in their lives. More than one-in-five young Prosumers consider their generation’s most significant hardship of the pandemic to be the loss of foundational experiences such as in-person learning and social events. We must help brands create new kinds of experiences that help reimagine today’s youth. Unwilling martyrs The younger generation strongly feels and has expressed that they've endured more than their fair share during the pandemic. Fifty percent of young Prosumers believe society has been overly focused on protecting its elders while failing to prioritize the emotions and needs of the young—an attitude likely to imply lingering resentment and another reason to focus on this influential audience. The fall of the Boomer era Youth are rejecting traditional approaches to careers and politics—just look at the Great Resignation. Seventy-two percent of young Prosumers do not believe a college degree is essential to succeed in life, and two-thirds would be willing to earn a lower wage in exchange for more flexibility. As for politics, 73% of this age group reject membership in a political party in favor of getting involved in causes they care about. As brands think about how they foster relationships with Gen Z, they must also begin to take untraditional engagement approaches. A big tension: enjoy now vs. change now Our study also uncovered that this generation wishes to simultaneously enjoy now and change now. They are looking for brands that help them to indulge and live life to the fullest—but these brands must not cause harm to the planet or other people. A good reminder of the need to develop more holistic brand positioning and narratives. There's a heightened expectation that companies and brands will drive positive change—and not just by selling better, more sustainable products, but by leading change movements. In fact, 87% expect large companies to contribute positively to the world of tomorrow. It’s certainly a heavy cross to bear, but one that must be addressed in the evolving marketing landscape. Clearly Gen Z is an important audience to understand. They are pushing for us all to be more responsible, accountable, transparent and human—core attributes every generation should prioritize.

Columnist Network

'Generation Covid' Stands To Change Marketing As We Know It

Gen Z consumer attitudes signal a departure from traditional beliefs and behaviors

Stephanie Nerlich

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Stephanie Nerlich