Facebook Twitter YouTube Instagram LinkedIn Wikidata
reaching millennials
Category:

Brand Accountability: A Millennial’s Perspective

Written by Trevor Newman, Account Executive

Brand accountability. Company transparency. Ethical business practices. Social awareness.

As companies continue to hone which messages resonate with millennial consumers, or more importantly, which ones backfire, these trends are no longer what make companies stand out. They’re baseline requirements.

The key to operating in a space where consumers are more aware than ever of the social responsibility that corporations assume, is understanding that the new baseline requirements are more than just messages. Companies no longer have the luxury of just looking the part to become future dandies of the younger generations. 


They have to evolve their entire purpose.


If Company A runs a campaign emphasizing female empowerment in the age of #MeToo, Company A better have in place healthy female representation in decision-maker positions and have taken steps to improve gender equality in both company wages and leadership.

If Company B runs a campaign showcasing their philanthropy efforts, Company B should be aware of the optics of spending more on the ad than the charity donation itself. The company should also be ready to talk about charitable donation as a cornerstone of their business in a way that’s both transparently true and substantial.

The question many millennials are concerned with is much less, “What is this product doing for me?” and much more, “What is this company doing to alleviate the problems in society that it’s played a part in creating?”


Bottom line: Brand accountability means more than tight marketing, because the social media generation can sense a fake when they see it. 


It means changing the root of how a business operates, who it stands to benefit and why its products need to make a bigger positive impact than negative. It means not using political movements to sell products. It means issues with the environment, myriad inequality and social struggles are used in marketing first to solve those problems, not to make more money.

When big brands change their internal structures to become part of the solution instead of the problem, the younger generations, who have just recently become the biggest consumer group, take notice.

Do you think Gen Z is any different? Nope—they’re millennials on steroids.

From here on out, companies will have to focus on empowering their audience to be vectors of positive change. That can only be achieved with earnest, forthright changes in a company’s core purpose.

At our agency, we create lasting change by generating audience-centric, positive outcomes for our clients. Please reach out to us today to talk about transforming your brand for this generation of activist consumers and the next.
 

Related Articles

Have you ever watched a vintage 1950s television commercial from a well-known brand? Outside of the obvious technological limitations, the way the marketing message was conveyed probably feels simple or even patronizing.

developing a creative brief
Advertising | Branding | branding | Creative Brief | Insights | Strategic Thinking

New Thoughts for an Evolving Creative Brief

We believe that the creative brief, like most things in marketing, is a living, responsive document that changes with time. This means that in order to develop a creative brief, we must continually challenge our own thinking to deliver more relevant strategies to account for the increased complexity of the marketing mix.

Since our earlier blog post about the telecom industry, Trone Brand Energy has taken another look at our Spring 2017 national survey of 980 home internet subscribers to uncover additional insights and ways for smaller, regional internet providers to more efficiently differentiate their telecom marketing strategy efforts from those of larger, nat

User Experience and Branding
Branding | branding | Digital | User Experience | UX

Why User Experience (UX) is Important to Branding

Experiences with any brand touchpoint (including digital products) can either reinforce user perceptions of the brand or break them down. It's vital to a brand’s reputation that users have not only positive experiences with a company’s digital products, but experiences that reinforce the brand. Brand experience is user experience. 

Looking for a little firefly magic for your brand?

High Point

1823 Eastchester Drive
High Point, NC 27265

336.886.1622
Durham

201 West Main Street
Durham, NC 27701

919.307.5270