Key Take-away No. 5: Know your purpose
Purpose driven brands outperform the stock market by 120% and National Geographic is no stranger to building purpose into its brand. Jay Wilson, Vice President, Analyst at Gartner for Marketers and David Friedlander, Vice President of Consumer Insights at National Geographic discussed the importance of building purpose into campaigns to connect with consumers.
At the core of National Geographic is the model: When people understand the world, they care more deeply and take responsibility for it. National Geographic has used technology to drive connection and create empathy in its storytelling and branded the magazine’s iconic yellow rectangle as a familiar icon. The company launched a major campaign called Planet or Plastic, measuring success by how many people took the pledge to reduce their plastic consumption.
According to Wilson, nearly 66% of Millenials and Gen Z express a preference for brands that have a point of view and stand for something. When it comes to Gen Z, however, new traits emerge.
In his session on Conquering the Digital World of Gen Z, Jack Mackinnon, Senior Principal Analyst, Gartner for Marketers, revealed the key traits of Gen Z from a Gartner study in October, 2018. With a population of over 90 million people ages 0 to 23 years, Gen Z represents $2.8 trillion in buying power “of the most diverse generation ever.”