Whether it's a startup or a mainstream enterprise, every new brand wants to be at the forefront of the race for attention. The way you get that attention is shifting quite a bit with Millennials and Generation Z toward a minimalist approach, where the product or concept is no longer the full focus. In addition, you may also show current generations that you dare to take a socially responsible position.
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Minimalism; less is more
Minimalism is hot. Take as an example the huge success of Japanese tidying guru and best-selling author Marie Kondō, who was named one of the 100 most influential people in the world by Time magazine in 2015. On Netflix, she has a show titled "Tidying Up" where she helps people create order out of the chaos of stuff. The idea is to ask yourself with every possession, "Does this make me happy?
A good example is Brandless, a company that sells products without a brand.
Companies are beginning to ask themselves that same question, but toward their customers. " Does it spark joy?" is the key question. Anything that doesn't meet that condition can be left out. A good example of this is Brandless, a company that sells products without a brand. Especially refreshing, because that way you can suddenly buy toothpaste with only the word "toothpaste" written on it. No garish colors or a brand name you have nothing to do with as a consumer. A salient detail is the partnership with Feeding America, a nonprofit dedicated to feeding Americans living below the poverty line. Every purchase, large or small at Brandless generates one meal for the organization.
Reflect the values of Millennials
Millennials like to have successful careers and therefore income. There is money to spend and companies are finding that they need to respond to this. The (latent) needs and values of millennials differ from the baby boom generation. Millennials focus more on brands that align with their moral compass and are largely more socially and politically driven than their parents.
Gym chain Planet Fitness is showing they have a good sense of the values of millennials by naming their gyms a "Judgement Free Zone. They actively want to combat "gymtimidation," or harassment in the gym. They do this paradoxically by banning muscle men from their gyms in their campaigns. Also, staring at the behinds of exercising women is not allowed, and asking for help is an important value of the club.
Planet Fitness has broadened its philosophy by partnering with anti-bullying organization Stomp Out Bullying. The new campaign promotes a "Judgement Free Generation," to empower general acceptance outside the gym.
Generation Z is right around the corner
Generation Z is the successor to Generation Y, or the much-discussed millennials. Gen Z is slowly entering the workforce, and companies are therefore keeping their ear to the ground to properly target these future consumers.
Gen Z is expected to adopt and exaggerate all of Gen Y's traits. An even shorter attention span, higher expectations and more awareness of social situations. Especially the latter is important because it forces companies to think more about their own role in society. The environment, sustainable business and strong social responsibility are keywords for the future.
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