Gen Z is Scary
(For Marketers)

Can you tell your brand's story in one second? When it comes to Gen Z, that's all the time you might get.

A global study found that members of Gen Z focus their attention on ads for just 1.3 seconds. That's horrifying for an industry trying to tap into the nearly $463 billion of Gen Z buying power. Marketers' ability to influence these consumers has quickly eroded. To survive, brands need a whole new focus: Movements.

Another survey of 2,000 Gen Zers found that their happiness is most closely tied to their sense of purpose. They're more interested in the “why” behind any decision they make, and more likely to consider the bigger picture. In many ways, they're influenced by the intangible assets as much as the overt brand value.

Brands must adopt the same attitude and focus more on purpose-driven advertising; sparking meaningful change in the world while putting products out for the masses. This applies even more so for any brand going through a brand transformation. Above all, they must highlight a larger mission behind their recent business moves.

For example, StrawberryFrog introduced the SmartCar to America by positioning it as part of a larger movement to rethink urban environments. Sales of the two-seater outperformed expectations, with a backlog of orders from customers willing to pay full sticker price.

More recently, our team's "Better Living" movement convinced one in every three of Walmart's 1.6 million employees to increase their participation in health and wellness benefits programs - a successful movement within an enormous workforce.

Movement-making is at the center of everything we do at StrawberryFrog. We're proud of our 25-year history as a Creative & Media agency that builds successful movements. Our team excels at brand transformation programs that center on a sense of purpose. It's why we were just named AdAge's Purpose-Led Small Agency of the Year.

For more examples, visit strawberryfrog.com/work In the meantime, Sai and Brandon love to hear from you. Reach out at brandon@strawberryfrog.com sai@strawberryfrog.com