MERCADEO Versión en español
GenZ Expects Brands To Be Respectful, says Nancy Tellet of CMC
Liz Unamo| 27 de enero de 2021
Webinar CMC
Brands must understand the urgency of becoming multiculturally literate in order to grow and earn revenues in the multicultural market, according to conclusions reached by the CMC study Welcome to The Evolution !, An Advanced Culture Deep Dive. The research project led by Nancy Tellet, president of research at CMC and founder, brand & consumer navigator at PureClarity LLC, collected key data to get a clear understanding of the purchasing habits of Millennials and GenZs in the Hispanic and African-American markets. “Gen Zs expect brands to respect them regardless of their ethnicity. As a generation they seem to be united in dumping a brand that is disrespectful, and if you place an ad full of content they feel is disrespectful, that gives them yet another reason to renounce the brand,” said Tellet during the webinar moderated by CMC Executive Director Horacio Gavilan. “I think another problem could be programmatic ad buys, in which you don’t know where your ad will end up,” she warned. Another of the research’s insights was that cultural comfort, fears and privileges get in the way of good relations between GenZs and their parents. There are also generational differences between Millennials and GenZ. The former tend to focus more on music, social media and entertainment, whereas the latter are more into activities. “GenZ is a generation more involved in action, going places and getting things done – few started off talking about entertainment. And with regard to Hispanics in particular, this generation is super critical about what the loss of their own culture means to them,” Tellet said.
Diario de Hoy
Noticias relacionadas (7)
18 de enero de 2021
Alma, the community y CMC rinden homenaje a Martin Luther King
16 de diciembre de 2020
El marketing multicultural no es un nicho y requiere un plan sólido: Isaac Mizrahi de alma
15 de diciembre de 2020
Contenido en cultura permanece fuerte entre hispanos: Nancy Tellet de CMC
7 de diciembre de 2020
Henry Ford Health System apela a la fortaleza de habitantes de Michigan