Marketing keys for Z Generation: key aspects for the profile of the future (2)

This group of individuals show a marked generational interest in sustainable products and services that few times has been seen before. Besides, these products are also positive for health.  Marketing cannot turn its back on  reality., as it something that can penalize when selling to the biggest segment in the market. 

This is the second post of a series focused on purchase motivations  and the life style of Z Generation, Z Gen members or Centennials —as they are also known–. That is why we recommend you take a look at the previous post in order to get a good picture of what they are and what motivates them.  

Although eco and healthy are two concepts that tend be related, it is not that necessarily. Healthy measures affects us and internal and directly while ecological ones help us as a community: individuals use this advantage directly.  

When we talk about ecological marketing, we refer to actions that highlight the importance of company´s awareness of environment and use them as a leverage to reach audience who is also concerned. 

Centennials, in particular, often fit this profile.  The most important thing you must take into account is is that eco-marketing has to be transparent. People with real interest and extensive capacity to be trained and informed of what is ecological or not. They have a more advanced knowledge that any previous generation. 

Trying to pass something unsustainable off as it was sustainable: it may cause more problems that you expect. Such is the case that there is a concept called greenwashing, which defines exactly these false sustainability policies and call into question brands that use them. 

As you can imagine, the range is huge; but basically any that helps reduce factories´ impact on ecosystem.  

In order to highlight some tactics, we can talk about:

In fact, eco-marketing, more than particular tactics, it would refer to a company philosophy. Precisely this is how it must be transmitted to the client, in a well expressed communication piece. 

Almost all we have said about ecological marketing can be applied to healthy marketing. Centennials are concerned about both their health and the ethical impact their purchase model may have on third parties. 

A clear pattern is seen from the moment when they embrace movements like animal activism, they are vegan and have reduced alcohol consumption compared to previous generations.