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Gen Z and Cause-Related / Pro-Social Branding: 8 Rules for Playing Big

PlayScience
PlayScience

Virtually every report on Generation Z focuses on how much they want to do good in the world. Supporting them in that desire and effort gives you the chance to do well by doing good, but it has to be done right. PlayCollective is a consumer research, strategy and product group that helps organizations better UNDERSTAND and ENGAGE with kids and families, with a special focus around learning and play. Weve worked with brands big and tiny, for profit and non-profit, in the formal and informal education worlds, and the pure entertainment space.

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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 27 - Prizes or simple recognition Age 7+ - Good feeling (but they still love stuff or getting experiences!)
5. Dont 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 Its harder to re-engage kids once youve 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!
Lets PLAY Together! Tag Youre It!

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Gen Z and Cause-Related / Pro-Social Branding: 8 Rules for Playing Big

  • 1. Gen Z and Cause-Related/Pro-Social Branding 8 Rules For Playing Big
  • 2. 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
  • 3. 2. Connected Worlds For Generation Z, the digital and physical are interconnected. Make sure what they do in virtual space has real-world consequences.
  • 4. 3. Manage Sharing and Privacy Gen Z is highly social, but also privacy conscious. Give options for sharing, and enough control not to
  • 5. 4. Know Where Extrinsic Meets Intrinsic Motivations to do good change over childhood Ages 27 - Prizes or simple recognition Age 7+ - Good feeling (but they still love stuff or getting experiences!)
  • 6. 5. Dont Leave Them Hanging Kids need closure. If you ask young people to do something, let them see or feel the results.
  • 7. 6. Once You Get Em Its harder to re-engage kids once youve lost them, than to engage them in the first place. Have a plan beyond stand-alone campaigns.
  • 8. 7. DIY Gen Z (and their parents) are in the center of the maker movement: Challenge them to invent, to create, to build.
  • 9. 8. Connect Generations Gen Z likes spending time with families Let parents and grandparents play and give, too!