In your mission to make the world a better place, does your marketing also have a REAL impact? As Boomers advance further into retirement and their numbers decline, creating meaningful connections with the rising Millennials and Gen Z is a non-negotiable for the longevity of any nonprofit or business. With the evolving preferences of these generations, we know that our strategies must adapt accordingly.
You’re probably well aware of today’s dominance of digital and social media. Guess what? Your competition is too. So given the saturation of postings on social platforms, you need more than mere presence to stand out. You need to know your audience and their values to establish a relationship with them.
Here are some of the REAL values for Gen Z and Millennials and how you can integrate them into your mission-driven marketing efforts:
Representation: Inclusivity and Diversity
Younger generations want to see themselves represented in the media they consume. They’re more likely to support brands that reflect the diverse world around them.
What I Can Do:
Incorporate a wide spectrum of individuals and lifestyles in your marketing communications to mirror the inclusive world these generations advocate for.
Ethical and Meaningful Practices
A study published in the Journal of Managerial issues (2023) found that while all employees seek meaning in their work, different generations define meaningfulness differently. Millennials tend to focus on serving others and seeing lives improved, while Boomers tend to focus on helping others achieve and reach personal goals.
What I Can Do:
Emphasize your commitment to social impact by showcasing real stories of how your products or services have positively affected individuals or communities.
Authenticity and Transparency
This demographic is more likely to support organizations that are honest and open about their products and processes, demonstrate a commitment to values that align with their own, and take stands on social and environmental issues.
What I Can Do:
Use authentic storytelling in your campaigns that showcase real people and real stories, rather than polished ads, as this tends to resonate most with these groups.
Laser-Focused Personalization
“It’s like they know me!” one might say. And it’s true. With the advancement of AI and technology, personalized ads and recommendations are no longer a luxury but have become the expectation.
What I Can Do:
Create a customer persona and run campaigns targeted to your specific audiences for a proven effective ROI.
Are your marketing efforts grounded REAL enough to connect with the next generation? It’s not just about being seen anymore. It’s about connecting, genuinely. We’re talking about sharing stories, values and actions that matter to generations.
Need help with your organization’s storytelling?
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