Gen Z and Cause-Related/Pro-Social Branding

8 Rules For Playing Big

1. All the Pieces Better Fit Together

Gen Z kids want to do good in the world… But have a quick bull**** detector

Align your brand and

cause carefully

2. Connected Worlds

For Generation Z, the digital and

physical are interconnected.

Make sure what they do in virtual

space has real-world

consequences.

3. Manage Sharing and Privacy

Gen Z is highly social, but also privacy conscious. Give options for sharing, and enough control not to…

4. Know Where Extrinsic Meets Intrinsic

Motivations to do good change over childhood Ages 2–7 - Prizes or simple recognition Age 7+ - Good feeling (but they still love stuff or getting experiences!)

5. Don’t Leave Them Hanging

Kids need closure.

If you ask young people to do something, let them see or feel the results.

6. Once You Get ‘Em…

It’s harder to re-engage kids once you’ve lost them, than to engage them in the first place.

Have a plan beyond stand-alone campaigns.

7. DIY

Gen Z (and their parents) are in the center of the “maker movement”:

Challenge them to invent, to create,

to build.

8. Connect Generations

Gen Z likes spending time with families…

Let parents and grandparents play and give, too!

Let’s PLAY Together!

Tag – You’re It!