“People seek a holistic life: they want to work with intelligent people on exciting and rewarding projects where they can be creative and left alone to get the job done; values and purpose are as important as money (…). Companies that fail to respond to these trends will do so at their peril.”
GENESIS RESEARCH REPORT FAST FORWARD 2030
Why the search for meaning among Generation Y is relevant for brands beyond employer branding alone
1. Values create loyalty
Self-determination and an individual’s sense of purpose are essential to the way many now 20-30-year-olds are structuring their lives. A clear attitude that syncs with the ideal values of the target demo is thus a strategic resource that cannot be underestimated: For those sharing such an attitude, the brand will become emotionally relevant – beyond product or service alone.
2. Werte differenzieren vom Wettbewerb
Never as much selection: Products and services are becoming increasingly similar in terms of quality, and the number of competitive offerings is growing too. Successful differentiation from the competition is therefore steadily shifting to a level of ideals where the brand can be personalized and made unmistakable in its essence.
3. Values are lodestars and anchors
Brand purpose and values offer orientation both internally and externally: They serve as communicative guideposts and help focus staff in their interactions with customers. The long-term challenge here is to hold the core but at the same time remain receptive to change.