Why consumer-facing companies need to be both Glossier and Walmart
Save time by listening to our audio articles as you multitaskStart with the idea that, glued to smartphones, Gen Z barely notices the physical world and slavishly follows the latest hype from Instagram or TikTok. It’s true that the days of marketing chiefly through television, newspapers and magazines are long gone. Yet social media has not just changed the ways in which people discover brands; it has undermined the power of marketing as a whole.
There is a similar temptation to think that physical shops no longer matter. Young consumers love their Amazon deliveries. It makes sense for our company to make sales via social media and ship directly to customers’ homes. But what works best is the seamless combination of the digital and physical worlds.
And don’t assume that all young customers are DiAngelo-reading social justice warriors. Four-fifths of America’s Gen Z consider a brand’s sustainability and social impact before checkout, according to one survey. But considering something is not the same as surrendering to it. Gen Z cares less for consumer boycotts than its virtue-signalling parents. It is chiefly youngsters who buy cheap “fast-fashion” outfits to wear once and then send to landfill. And plenty of chains do well among young people without being woke.
What really matters is avoiding hypocrisy. Insincerity is easily exposed online, where everyone loves a takedown. Remember the backlash against Boohoo, a fast-fashion firm, when it appointed Kourtney Kardashian, a jet-setting socialite, as a “sustainability ambassador”? Don’t post pictures from your private plane, obviously, but don’t pretend you’re Greta Thunberg, either. Avoid platitudes, commit only to causes you can tangibly support and be frank when you are putting profits first.
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