Brand managers are accustomed to thinking of their customers in terms of “generations.” Based on when you were born, you may be a Baby Boomer or a member of Generation X, Y or Z. These categorizations help marketers understand the consumer behaviors that ultimately drive everything from the products they sell to the way they “talk” to their customers.
Each of these generational groups have their own unique set of characteristics, habits, tastes and preferences, which can sometimes make it difficult for marketers to position their brands for broad, cross-generational appeal.
For some time, marketers have been watching a new group called Generation S. The “S” stands for sustainability. This group is defined not by age, but by a shared belief that the world’s resources are finite and it’s everyone’s responsibility to protect the planet for future generations.
Members of Generation S are typically more educated and, if not always more affluent, more willing to pay a premium for products that reflect and support their beliefs. They demonstrate their commitment to their values across a wide spectrum of purchasing and lifestyle decisions… food, clothing, leisure activities, transportation and even financial investments.
The emergence of Generation S presents brands, big and small, who are willing and able to adapt and evolve their product offering and sales approach with a tremendous cross-generational sales opportunity. How and where products are made matters to this group, and the way the sales message is delivered is a critical part of demonstrating a company’s commitment to sustainability.
Many companies have already committed to offering more sustainable products. If this is not already part of your company’s product offering, it’s certainly something to consider, as Generation S will only continue to grow in numbers and purchasing power in the future.
One caveat: Each generational cohort views sustainability differently. Here is where customer research can play an important role in your marketing program. How are your customers integrating sustainability into their lifestyle? Where are they getting their information? What is most important for them to know about your brand in order to drive purchase? The answers can inform everything from product development to advertising to choice of sales channels.
If you’d like to know more about Generation S, or are looking to connect with your customers based on a deeper understanding of the issues that drive brand loyalty, we’d love to talk to you. Send me an email at chrish@bonfire5.com.
