Bobby Jones: Marketing to Gen Z - Why Brands Must Engage Young People as Citizens, Not Just Consumer

In this insightful 2017 PSFK talk, Bobby Jones, Chief Marketing Officer at Peace First and co-author of *Good Is The New Cool*, challenges traditional marketing approaches to young audiences. He argues that brands must evolve their strategies to engage a new generation of socially conscious individuals who view themselves as citizens, not merely consumers. Jones outlines critical guidelines for connecting authentically with youth who prioritize purpose and impact. He emphasizes that successful marketing to this demographic requires understanding their values, participating in social discourse, and demonstrating genuine commitment to societal well-being, moving beyond transactional relationships to foster meaningful connections that resonate with their desire for positive change. 🔑 KEY INSIGHTS • Young people increasingly identify as citizens with social concerns, not just consumers. • Brands must shift from transactional marketing to purpose-driven engagement. • Authenticity and genuine commitment to social good are crucial for connecting with this demographic. • Marketing strategies need to reflect the values and priorities of socially conscious youth. • Engaging with youth as active participants in societal change fosters stronger brand loyalty. ❓ FAQ Q: Why is it important for brands to view young people as citizens? A: Young people are increasingly socially conscious and expect brands to align with their values and contribute to societal well-being, rather than just selling products. Q: What does 'Good Is The New Cool' mean for marketing? A: It signifies that brands gain relevance and appeal by demonstrating genuine purpose, social responsibility, and a commitment to making a positive impact, beyond traditional coolness factors. Q: How can brands start engaging with socially conscious youth? A: Brands should identify shared values, participate authentically in social causes, offer platforms for youth voice, and demonstrate transparency in their efforts to contribute to the greater good. Unlock deeper insights into youth consumer behavior and purpose-driven branding with PSFK's Fodda. 🔗 Explore more at https://www.psfk.com 🧠 Feed your AI with expert insights: https://www.fodda.com 📌 Originally on Vimeo: https://vimeo.com/227076800