Mar 25, 2020
“Reaching young people is such an important part of this. We know how strong their voices are.”
Millennials and Gen Z for the most part have been raised on the internet with information readily available at their fingertips. Now, with the coronavirus crisis unfolding around the world, they’re scrolling through their feeds looking for brands who are making a social impact, not serving them ads for sandals or sunglasses.
Young people ages 13-24 care about brands that care—85% agree “brands or companies who participate in social issues earn my respect” and 85% say “it’s important for brands and companies to play a bigger role in social issues today,” according to ViacomCBS Global Consumer Insights’ 2020 “Youth Decoded” study. With that information, brands are beginning to market less to consumers at this difficult time and prioritize creating resources and providing sources of entertainment.
“We see unique campaigns that have been very quickly pulled together to address the concerns and the needs of young consumers, and some brands are doing that in really creative ways. With young consumers stuck at home, obviously, there's a desire for connection,” says MaryLeigh Bliss, VP of content for YPulse, a youth market research company. Bliss noted campaigns like Chipotle’s digital lunch parties labeled “Chipotle Together,” or how Netflix is carrying films that won’t be released in theaters due to government shutdowns of movie theaters, like Paramount Pictures’ The Lovebirds, which was originally slated for a theatrical release on April 2.
“There's a lot of content being provided, as well as campaigns, that are really aimed at connecting young consumers when they're feeling very isolated,” she added.
"Reaching young people is such an important part of this. We know how strong their voices are."
SVP of corporate social responsibility and environmental, social, and governance strategy and reporting at ViacomCBS
"The infrastructure that young people have been accustomed to... is gone. "
CEO of JUV Consulting