Engaging Generation Z Through Transparent and Values-Driven Branding

𝗜𝗻𝘁𝗿𝗼𝗱𝘂𝗰𝗶𝗻𝗴 𝗖𝗹𝗲𝗮𝗻 𝗦𝗽𝗶𝗿𝗶𝘁𝗲𝗱: the non-alcoholic beverage that’s all about living life to the fullest without compromising on health or sustainability. The Gin has all of nature’s regenerative botanical goodness and nothing to dull your shine. As a B Corp and Regenerative Organic Certified brand, Clean Spirited offers a hangover-free, guilt-free way to enjoy life’s best moments. For the growing number of people who prioritize health, fun, and making a positive impact, Clean Spirited is here for you. We understand your need for clean, natural products and your craving for genuine experiences, from spontaneous urban adventures to curated wellness events. Clean Spirited is your perfect companion, aligning with your values and enhancing your lifestyle. Clean Spirited is not just a drink; it’s a celebration of clean nature, vitality, and sustainability. Cheers to living life to the fullest, one regenerative sip at a time! AND 𝗜𝘁’𝘀 𝗡𝗢𝗧 𝗥𝗘𝗔𝗟. It’s a study; 𝗜’𝗺 𝗺𝗮𝗸𝗶𝗻𝗴 𝗮 𝘀𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗹𝗲 𝗯𝗿𝗮𝗻𝗱𝗶𝗻𝗴 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗽𝗼𝗶𝗻𝘁 here. I crafted the entire look, feel, and emotion it conveys around a need I have seen in the market, not the other way around. I didn’t start with the visuals. I began by understanding who’s in the crowd (customers) and what excites them. I asked some crucial questions: 𝗪𝗵𝗼 𝗮𝗿𝗲 𝘁𝗵𝗲 𝗳𝗮𝗻𝘀? - Health-conscious Gen Zers and millennials who crave authenticity and unique experiences. Digital natives deeply connected to their online and offline communities, prioritizing holistic physical, mental, and environmental health. 𝗪𝗵𝗮𝘁 𝗱𝗼 𝘁𝗵𝗲𝘆 𝗰𝗮𝗿𝗲 𝗮𝗯𝗼𝘂𝘁? - Health, fun, connection to others and the planet. 𝗪𝗵𝗮𝘁 𝗽𝗿𝗼𝗯𝗹𝗲𝗺𝘀 𝗮𝗿𝗲 𝘁𝗵𝗲𝘆 𝗳𝗮𝗰𝗶𝗻𝗴 𝘁𝗵𝗮𝘁 𝗼𝘂𝗿 𝗱𝗿𝗶𝗻𝗸𝘀 𝗰𝗮𝗻 𝘀𝗼𝗹𝘃𝗲? - They seek alternatives for social events without alcohol’s adverse effects and desire trustworthy brands that reflect their values. 𝗛𝗼𝘄 𝗱𝗼 𝘄𝗲 𝘄𝗮𝗻𝘁 𝘁𝗵𝗲𝗺 𝘁𝗼 𝗳𝗲𝗲𝗹 𝘄𝗵𝗲𝗻 𝘁𝗵𝗲𝘆 𝘁𝗮𝗸𝗲 𝗮 𝘀𝗶𝗽? - They want to feel energized and clear, connected to a health-focused community, and make a positive impact with their choices. If you want your marketing to hit the summit rather than your wallet, ensure your brand strategy is rock solid. Understand your audience, tailor your message and visuals to them, and watch your brand become the life of the adventure. Don’t waste resources on marketing that misses the mark—nail your strategy, and let the magic happen. #BrandStrategy #HealthyLifestyle #Sustainability #VisualIdentity #Branding

60% of Gen Z consumers in the US are ready to pay a premium for brands that support their life goals.  This has huge implications for how we position our offerings. It's no longer enough to just sell a product or service. We need to become partners in our customers' journeys.  Their aspirations need to be at the center of everything we do. Some key takeaways: 1. Deeply understand your target Gen Z audience's goals, dreams and challenges.  2. Craft your brand story, messaging and experiences to show how you uniquely help them progress toward who they want to be.   3. Follow through with products, content and initiatives that deliver real value and enrich their lives, beyond just making a sale. 4. Build trust by communicating authentically and transparently. Gen Z can spot lip service from a mile away. 5. Stay agile and keep evolving your approach as their needs change. What matters to them at 20 will be different from 30. The brands that win in the coming decades will be the ones who don't just market to Gen Z but meaningfully help them become their best selves.  It's a big challenge but an incredible opportunity.

Highlights from Shruti Dang & my first on screen interview for DANG and as business partners. This was special because I have been coming to Cannes since my year 1 in advertising. First I got the opportunity to come as a Young Lion, then kept returning back as an award recipient from the agency world ( 2 Grand Prixs & many others), then as a client for many years to rep Disney, and as Jury member for mobile category in 2017, and now for the first time to represent our new company DANG Thank you Cannes Lions International Festival of Creativity for this opportunity and the global platform. Here is what we spoke about. 1. We launched DANG Consultancy to modernize global brands and connect with Gen Z and Gen Alpha. 2. Gen Z and Gen Alpha are not a monolith, but a Multiverse instead. 3. Gen Z (1996-2010) are digital natives with over $450 billion in spending power and are the most diverse generation. Gen Alpha (2010 onwards) born with AI and voice assistants already have $225m in green light savings account and will be working in jobs that don’t exist today. 4. Both generations consume media primarily on digital platforms, with a neutral sentiment towards for personalized ads. 5. They expect brands to be advocates and leaders in community and social values. 6. Our next-gen centricity methodology focuses on creating resonant brand experiences. 7. Brands must deliver value and avoid creating content that users want to skip. 8. Marketing to these generations requires acknowledging their diverse and individualistic nature as well as a keen eye towards how the algorithm serves content. 9. Embrace new marketing advances to enhance creativity. 10. The industry needs to shift from perfect TV spots to creating meaningful, engaging experiences. Thank you Jenni Middleton & Gaelle Comte for this opportunity & your friendship. #nextgencentricity #DANGConsultancy #GenZMarketing #GenAlpha #NextGenBrands #DigitalMarketing #BrandStrategy #ConsumerInsights #MarketingInnovation #CreativeTransformation #modernmarketing