Today’s culture is principled. Youth continue to recognize themselves as activists and strive towards better futures, such as equality, dignity, social consciousness Bwin online live casinoand environmentalism. They expect others: family, friends, and corporations, to do the same.
Creativity fuels them today, equal parts innovation and salvation. Creativity has become fundamental to the lives and identity of Gen Z; 7 in 10 consider themselves to be really creative.
Culture is dynamic, and outdated notions of linearity have been broken down by youth. This has impacted multiple vectors of their lives, from approaches to education and wealth creation to navigating the world in a constant state of exploration and planning for change.
Underpinning our cultural fabric is connection. Relationships will and have always been a guide to trust. What’s evolving is where the most trusted relationships and sources are coming from. Young people trust their instincts above others, their communities, and their loved ones and seek expertise over likes and follower counts to guide them through their journeys.
Brands Must Contribute bwin live casino gamesto Culture To Build Trust, Simple Right?
Whether you’re a multinational corporation or a startup, to be “trustworthy” you need to adopt these four cultural characteristics in a meaningful way and commit to upholding them.
Look to companies like Nike to see these characteristics are inherent to how the brand behaves. Its message of inspiration flows throughout its brand DNA, communications and activities. They embrace today’s shifting and inclusive culture by letting those who represent it (e.g. athletes, experts, activists, real people, etc.) carry the message forward. They not only support inclusive organizations and give charitably, but they use their innovation to push boundaries and move the culture forward. They were one of the first brands to provide direct access to experts (in fitness) on mobile apps, capturing the desire of young people to learn from the best. Nike consistently bwin live casino gamestops the lists of companies brands Gen Z trust the most because they contribute to culture in profound and varied ways.
Patagonia has always stood by its principles and higher purpose of helping the environment. Annually, they top the Fashion Revolution Transparency Index, which measures how brands implement sustainable policies in the value chain, hold themselves accountable, and evaluate their environmental impact objectives. Many were impressed when Founder Yvon Chouinard forfeited ownership of the company he founded 49 years ago by giving the entire company to a uniquely structured trust and non-profit, with a single shareholder – planet Earth. “As of now, Earth is our only shareholder,” the company announced. “ALL profits, in perpetuity, will go to our mission to ‘save our home planet’.”
As he re-routes profits to fight climate change, his principles and consistent environmental stance will Bwin Live Casino Gamesinspire generations to come. Patagonia’s contribution to culture is the reason it retains its identity to Gen Z as a brand to buy.
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We so often hear from brands with a campaign mentality or a sustainability initiative they want to launch for a quarter. But to Gen Z those mean nothing if brands don’t put in the work. Brands need to “show up” and contribute long-term to the cultural fabric underpinning Gen Z lives. Trust is about every aspect of your business. It’s not just about what you say or how you say it. It’s everything from how you source your products to how you treat your employees and customers. Culture doesn’t stop when a campaign ends.
Moving from WHY to HOW
We know gaining and keeping trust is not easy. In response we developed a workshop tool that allows companies to evaluate their place and space in culture, benchmark their brand against the ‘best trust builders’ bwin live casino onlineand prioritise actions to increase trust, and grow appeal and business with Gen Z.
