Our last post centred around the importance of sustainability when it comes to CBD brands targeting Gen Z. However, this comes with an important caveat. Corporate social responsibility is not as important as the industry likes to make out when it comes to Gen Z. As a result, brands tend to fall into the trap of focusing too much on brand purpose without ensuring they have a strong enough product to start with. To sum it up, today we look at CBD, Gen Z and Activism, and the key learnings to be aware of.
THE GEN Z CBD ACTIVISM TAKEOUT
➕The industry over-inflates how important corporate social responsibility (CSR) is to Gen Z
➕CSR can’t compensate for quality of product
➕Brands who don’t prioritise ‘brand purpose’, but place product first don’t lose young consumers
➕More important to Gen Z are brands that have a bold personality and high quality of product
➕Real winning brands will do both extremely well and authentically, without coming across too ‘worthy’
THE MARKET SHARE FOR CBD, GEN Z AND ACTIVISM
According to research from Bloomberg, Gen Z will surpass Millennials in 2019 as the most populous generation, comprising roughly 32 percent of the population. In turn, they will carry the biggest spending power demographic in years to come.
THE GEN Z ACTIVISM INSIGHTS
A 2018 US survey by YPulse, Inc. featuring 8494 people born after 1997 showed that the Top 5 Gen Z brands were:
Do any prioritise ‘purpose’? In other words, what’s much more important to Gen Z are brands having a bold personality and a high quality of product. Without those, CSR is ineffective and cannot be used as a substitute.
THE CBD ACTIVISM CASE STUDY
Not Pot (@notpot) sell CBD gummies with bold nostalgic summer-of-love bumper-sticker branding. Their product is playful, colourful and original. The name is catchy, clear and tongue-in-cheek for a CBD brand. In addition, their communications strategy is thoughtfully planned out to talk to this audience in a native way (phrases like ‘chill AF’, ‘bad vibes’ and memes resonate with their audience on Instagram).
More importantly, they straddle CSR extremely well with the clear mission statement #freeplantsandpeople. The hashtag is aimed at destigmatising hemp and fighting against criminal injustice on their own terms. They pay bail for one person in need every month, supporting their mantra of decriminalising cannabis. The content is permanently premium and playful. This is how it’s done right 👏🏼
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