The Daily - February 1, 2019 - 36
FEATURE
Line global brand manager,
Josh Malczyk keeps the
company's image "weird
and fun" to connect to Gen
Zers, like the Line team,
here at Mount Hood.
What Gen Z Wants
t seems like only yesterday,
we were standing in the
aisles of the Salt Palace,
drinking 3.2 beer, and
commiserating on our inability to
market to this newfangled generation called Millennials. Also
called Gen Y, they wanted something fresher than your dad's cargo
shorts, brown boots, or your poorly
fitted pink shell. That was almost
a decade ago, and now outdoor
brands are asking themselves how
do we market to Generation Z, aka
36
/ SNOW SHOW 2019
Centennials-born between the
mid 1990s and the early 2000s.
What if we started marketing and speaking to these 15- to
22-year-olds now, before they grow
into that meaty buying power of
the 24-35 age range? I spent the
last year interviewing this up-andcoming generation, as well as the
dozens of brands I work with, and
here's what I found out.
"Gen Z believes in altruism and
sees themselves as changemakers. They expect brands to take a
stand for what they believe in and
to drive the conversation around
public lands, accessibility, and
sustainability," says Jeanine Pesce,
founder of Range, an independent
agency and magazine that specializes in trend forecasting, branding,
and content creation in the outdoor, active, and lifestyle markets.
"But words aren't enough anymore.
Gen Z wants to see action."
According to Nielsen's Sustainability Imperative Report, 72 percent of Gen Z-ers are willing to pay
extra for products from companies
dedicated to social and environmental change, compared to just
51 percent of Boomers. Additionally, 70 percent of Gen Z would
"actively engage with a brand that
could help them make a difference," Pesce says. "Individuals are
empowered to define and share
their own personal perspectives on
identity when it comes to diversity,
equity, and inclusion. This presents an opportunity for brands to
connect with Gen Z consumers
ROCKY MALONE
I
Marketing to the generation that follows Millennials requires an all-new
approach. First, you need to understand the Centennial mindset.
By Aaron H. Bible
The Daily - February 1, 2019
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