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Brands Who Fight for Good Win! | dentsu Z

dentsu Z Gen Z Young Consumers

dentsu Z, is a pioneering force of Gen Z young creatives with a mission to proactively make strategic plans and propose solutions for clients, explore innovative ideas by putting cutting-edge technology into practice and create profound cultural experiences. As both consumers of generation Z and young creatives deliver direct insights, create an intimate psychological connection between the brand and the consumers of the next generation.


Can't believe it! We've been working from home for two months! In the lockdown when food is badly needed, my community is fortunate to have received some food packages from brands, while others posted on WeChat moments what they’ve got from their companies. And we are proud of our company and grateful for the big food package that we received earlier.

 The timely help and care from either brand or company in the hour of need is just heartwarming and becomes the best ad they have. Especially to us young people, who will only repay kindness with more kindness and are more than willing to pay for brands that have left a positive brand impression.

In 2021 Isobar CX Survey of 800 marketers, “83% agreed that there can no longer be any disconnect between what a brand promises and what it delivers for its customers, communities, and employees.”

 Gen Z believes in the individual’s power to influence the world’s future for good and actively pursues brands that share this sense of social responsibility. Thus, for the brand, it can lead to more positive social value by meeting the needs and preferences of the consumer group and better delivering its social responsibility and good purpose.

Focus on Social Issues

Young people are concerned about social issues of ecology (climate change + biodiversity + natural resource conservation) and equity and justice (including caring for vulnerable people + gender equality + educational equity).

It's easier for a brand to win brand preferences with their attention to natural ecology. One of the latest ads I do like is L’Oreal’s film on glacier blockbusters in celebration of World Earth Day. It associates skin care with earth protection to arouse people’s awareness of global warming, which immediately establishes a good brand image.

In fairness and justice, oppression and colored spectacles, the passionate youth of today dare to speak up and support brands that speak out for them. As a result, the rise of women’s power and the fight against gender discrimination jumped into hot social topics from time to time.

Care More about Brands’ Social Responsibility

The report shows that 95.1% of consumers believe that their favorability toward a brand is impacted by whether the brand is socially responsible or not. The next generation of consumers, Gen Z, how they care for and value social responsibility-related issues is much more than many brands could have imagined. When it comes to broader environmental practices and corporate social responsibility, Gen Zs have higher expectations of brands.

The Chinese brand Erke once again donated 5 million yuan each to Fujian, Quanzhou, and Jilin Provinces to fight the pandemic! "They donated rationally, then I will pay for their products impulsively", "They are donating every RMB they earn", “So good brand"... From people’s comments on Weibo, we saw the brand’s positive initiatives have not only created a good image but also resonated with young consumers.

Pay More for Green Brands

As the practitioners of green consumption, Gen Zs are willing to pay more for brands with authentic green credentials. The brand’s sustainable initiatives have been a criterion for young consumers in choosing a brand. Gen Zs also like to be involved in what they can do as individuals to fight for good.

For example, Ant Forest, a green initiative by Alipay that inspires users to live a low-carbon life is also welcomed by young people. “This is very Green” films starring animals in the forest created by dentsuMB for Ant Forest tell us that small and beautiful changes to the planet can happen in our daily lives and that everyone can play a part in a greener future.


"This is very Green" by Ant Forest 


Last but not least, as dentsu’s latest report “Brand Resilience and Prosperity in the ‘Pandemic’ Battlefield” mentioned, “Brand reputation becomes a high priority for conscious buyers, and brand responsibility and trust become an important factor in their purchase decision.” Sharing the same sentiment with the next generation of consumers, with a greater emphasis on environmental and societal issues, as well as sustainable development practices, will be the next green step for the brand's innovative marketing. 

AUTHOR | dentsu Z

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