Gen Z has emerged as a prominent arbiter of political correctness, wielding their influence on various social and cultural fronts. With an acute awareness of social justice issues and a passion for inclusivity, this generation has been unapologetic in boldly educating adults, parents, and teachers about appropriate language and behavior. While Gen Z’s activism has sparked vital conversations about pronoun usage, cultural appropriations, and sensitive topics that were once overlooked or dismissed, it has also sparked some exasperation from some adults. Let’s be honest, as an adult, it can be challenging to be “educated” by minors on what is considered appropriate language or cultural appropriation. Importantly, while their intentions are commendable and must be considered, their approach is not always fair (or accurate).
Two personal examples:
- A few years ago, my 14-year-old daughter shared a story with me about her outrage at a 60-something-year-old veteran school administrator for calling her friend, a recently transitioned non-binary person, by their “dead name” (the name their parents gave them which they have now changed). This incident prompted an extensive discussion between us about the evolving understanding of pronouns and the need for patience as adults adapt to this relatively new approach.
- My daughter and I also had a in depth discussion about some words that are now considered offensive. We were discussing their use in older books and plays. Her POV was that these words should never even be uttered even when reading dialogue or directly quoting writers and was upset when I did so. I argued, however that reading these phrases, though offensive today, reflects the historical context in which they were written and should not be mistaken as a reflection of my personal word choices. It is, however, a fine line.
This dynamic is reflective of the current state of our society, where the pendulum of social norms is still in motion. For marketers, understanding and respecting Gen Z’s values, however, are crucial. Here are three considerations we’d recommend when marketing to this generation:
- Embrace Authenticity and Inclusivity: Gen Z values honesty and genuine efforts from brands. Marketing campaigns that demonstrate a sincere commitment to inclusivity and social justice issues are more likely to resonate with this generation.
- Educate and Empower: Gen Z appreciates educational content that addresses important social topics. Marketers can engage with this audience by providing valuable information and resources that empower them to make a positive impact.
- Foster Dialogue and Understanding: Rather than dismissing Gen Z’s activism, marketers should foster open dialogue and seek to understand their perspectives. Engaging in respectful conversations can lead to a deeper connection and appreciation for each other’s viewpoints.
Gen Z’s role as a leading advocate for political correctness and social awareness presents valuable marketing opportunities for brands that embrace authenticity, educate and empower their audience, and foster meaningful dialogue with this influential generation. But, remember, be careful what you say!