Christian Brown is co-founder and CMO of 30 Under 30 Gleweean all-in-one platform to run influencer marketing campaigns.
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As the consumer landscape changes, so do the factors that drive purchasing decisions. Brands are increasingly finding that consumers expect them to deliver outstanding products and stand for something bigger than themselves by supporting social issues. This brings with it a new set of responsibilities that marketers must fulfill if their brand is to remain competitive.
For example, historically, brands have shied away from talking about mental health because of the stigma surrounding it. Today, however, more consumers want brands to openly address mental health issues. In particular, destigmatizing mental health issues through shared experiences is extremely important for brands targeting Generation Z, born between 1995 and 2012. Gen-Z is often described as tech-savvy, creative and independent. However, many Gen-Zers also feel emotionally distressed.
According to a February 2022 Ogilvy study, 70% of Gen-Zers say their mental health needs the most attention or improvement. And a report of the American Psychological Association found that Gen-Z reports mental health problems more often than any other demographic group. This is no surprise as Gen-Z has been at the forefront of some of the world’s most traumatic events and experiences, from the global pandemic to mass school shootings. The first Gen-Z members remember the 9-11 attacks on the World Trade Center and the Pentagon.
With Gen-Z becoming more open to communicating mental health issues, it has become increasingly important for brands to also be open to communicating their commitment to self-care. In fact, according to YPulse data, 71% of Gen-Z consumers like it when brands include mental health in their marketing and messaging. Gen Z people appreciate brands that are passionate and stand for something.
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How brands can join the mental health conversation
Brands can participate in the mental health conversation in a variety of ways. Brands can partner with a relevant non-profit organization. Brands can engage their employees by encouraging activities such as volunteering, committing employee resources to utilities, and adding content-related stories and educational materials to their websites and intranets. Brands can also engage social media influencers. Influencers often have a loyal following eager to learn more about their stories and experiences, providing a valuable platform for brands to discuss these critical issues in a meaningful way.
I personally know two Gen-Z founders, creators, and advocates who led by example by sharing their own mental health stories. Mental health and chronic disease advocate Gigi Robinson teamed up with fellow Gen-Zer Brian Femminella, the co-founder and chief executive officer of mental health company SoundMind, to break down the barriers faced by underrepresented communities and create a make a difference for creators.
Robinson and Femminella are Adobe Express Global Ambassadors, a community of creatives passionate about helping others find their voices online and beyond. Adobe gives its ambassadors creative control over how they integrate Adobe products into their platforms and events they host. In coming up with a way to promote the program, Robinson and Femminella wanted to focus on the pressure on mental health creators in New York City, so they both spoke openly about their healing journey to promote acceptance and common topics destigmatize mental health.
Another example is MTV’s partnership with the Biden administration and mental health nonprofits at the very first Youth action forum for mental health. In addition, Rihanna’s Savage X Fenty brand emphasizes a range of body and sexuality types with their elaborate catwalk shows and modeling shoots – all aimed at promoting body positivity, which in turn promotes mental health.
For other brands looking to do the same, here are a few tips to effectively support a social issue.
Stay true to your brand.
Before engaging with an influencer who has posted about mental health, brands should make a connection between the social issue they are supporting and their core values. Establishing this link illustrates how much a brand cares about its customers and employees by taking action on meaningful topics and making an impactful contribution. Defining the link also helps with message consistency and shows that the brand is passionate about issues beyond its business. Conversely, when brands choose a social issue that doesn’t align with their mission, it can damage a brand’s reputation and trust.
Focus on consistency.
Gen-Zers can see right through brands that only talk about mental health issues on social media with occasional half-baked posts instead of brands that have incorporated mental health into their overall brand message. The same goes for other social issues such as Pride Month, #MeToo, Black Lives Matter, women’s health and environmental issues.
It’s important for brands to do their homework. It’s not good enough to plan a campaign for mental health awareness month but fail to include mental health messages throughout the year.
Provide toolCes.
Brands should dedicate resources to the social issues they support, such as a dedicated landing page on their website with links to available resources. In addition, brands should promote their involvement with the cause, whether through monetary donations, volunteer opportunities or sponsoring educational initiatives. When brands leverage their influence, they demonstrate their commitment to the brand values ​​and create meaningful connections with consumers who value businesses that prioritize making a difference.
There has never been a more important time for brands to stand for something beyond their bottom line. Gen Z consumers have high expectations and look to the brands they support to help make the world a better place. Brands that rise to this challenge can not only do good, but also position themselves for success in years to come.
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Janice has been with businesskinda for 5 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider businesskinda team, Janice seeks to understand an audience before creating memorable, persuasive copy.