GET TO KNOW US: JOE SNOWDEN, CHIEF STRATEGY OFFICER

In this on-going series, we introduce you to some of the new folks at DEVENEY, their unique perspectives and ultimately, why they chose to work at our agency.  Today’s entry spotlights, Joe Snowden, our Chief Strategy Officer.

Joe Snowden DEVENEY Chief Strategy Officer

How did you get into this industry?

In college I started writing jingles for a few local brands, mostly banks. I wrote, produced and performed all of them by playing my guitar and singing. Jingles were my compromise between “real work” and creative work, where music and marketing merged.

What did you study in College?

I majored in advertising.

How long have you been working in the industry?

I’ve been in this industry for about 30 years now. I started out in the industry back in college. I was president of my fraternity at the time and was living this “double life” of putting on a suit and living in the real world then coming back to the fraternity house.

What continues to motivate you in this industry?

When I’m excited about the people I’m working with, I’m excited about helping them grow. I enjoy being able to look at a client and know that they succeeded personally and business wise from our work.

What was your favorite project?

Working with a regional retailer of billiards and home recreation products. The owner was one of my friends and I would write all of his radio spots. I was able to really have fun and write some ridiculous and funny things. The relationship with client was great!

What is your key to success?

You have to focus on the relationship with the client. Look for an alignment between the cultures, if yours and the clients match, they’re more likely to trust and enjoy the agency.

What’s your favorite thing about New Orleans?

The joie de vivre. New Orleans is full of friendly and happy people, plus the music culture just flows through the city.

Number one piece of advice you would give your younger self?

Relax and appreciate it more.

Why DEVENEY?

The DEVENEY team is very empowered to do things on their own volition. Everyone here knows how to stop and smell the roses. We work hard but know how to embrace and enjoy the day.

What do you do in your free time?

I still spend a lot of my time writing music and playing my guitar. I’m a big fan of Country, Americana and Bluegrass. If I’m not doing that then I’m usually running.

TRAVEL INDUSTRY TRENDS & HOW WE GOT HERE

In recent years marketing professionals have been pounded with the idea that millennials are reshaping consumer trends. Apparently, the group has been responsible for seemingly everything. From changes in shopping behaviors (online, interactive, mobile!) to dining preference (fast casual, local food, avocado toast!) to creative executions and font preference (sustainable packaging, millennial pink! Futura, Avenir, Gotham!)

Wellness travel has been identified as the next frontier of travel preference. For those unfamiliar with wellness travel, these consumers are identified in two ways, either seeking out a destination that allows for a continued routine of fitness and health or those seeking a destination as a break for the betterment of their personal health.

The Evolution Will Be Televised…

Beyond creating a destination for health or to better one’s health, we are now seeing an underpinning of storytelling that must be woven throughout to truly make it a destination worth visiting. It’s not enough to offer a menu of organic food sandwiched between daily yoga salutations. The next generation of travelers doesn’t want to just “consume”, they want immersive experiences. But you’ve heard that, right? And, these new travel experiences can’t just be experiential, they need to be transformative. Leaving a destination and returning as someone with a new outlook on life.

So, how did we get to the point where the average consumer has an expectation of a destination that is in parallel with an individual who might be spending many thousands of dollars on their vacation?

One medium that has influenced the landscape of travel is clearly social media. There have been several recent studies that show that the biggest influence of millennials booking travel is “how Instagrammable” a destination might be. Increased visibility to an awesome experience has certainly raised the bar.

We can also thank those individuals who are actually ON Instagram for creating all those covetable moments. Influencers have moved the needle in the direction of unattainable realities, think gold pineapple cocktails served up in flamingo inflatables at roof deck pool parties. While it all seems far-fetched, hotels and destinations have responded accordingly.

One exemplary example of a local hotel offering the complete destination experience is The Drifter. Imagine taking a step back to 1957 and checking into the roadside Motel 6 minus the leaky faucet. Instead of your standard stay, you will lounge on Eames era inspired furniture while possibly engaging in poolside yoga or meditation. It isn’t just about throwing amenities at your guest, it’s enveloping them in all things authentically unique or at least seemingly authentic.

So, how can we as travel and tourism destination marketers adapt our messaging in a way that will resonate for these new storyline seekers? We need to dig deep. Who are the individuals that uniquely comprise the cultural fabric of our destination? Who are the creators, artists and change makers we can connect our guests to? How can we do this in a way that is authentic and meaningful? What are the unique to our destination experiences we can exclusively offer to our consumers? Or how we can devise messaging and a commercial approach that delivers on the above promises?

With such a visually inclined audience, a destination needs to SHOW how they might be different- this can be via social channels, their advertising campaign or via earned media placement. This concept sounds simple enough, but does the quality of your assets align with messaging of your destination?

Local experience packages or “tours” as we used to call them should be made readily available to this new destination traveler. The experiences need to be made richer- behind the scenes tours, exclusive tastings, meet the maker one on one’s or unique to the destination activities like cliff side yoga, immersive grape stomp wine making followed by terroir trivia. While some of these things might sound ridiculous, there is certainly no question that each would be memorable… sign me up!

 

 

 

THIS BOOT WAS MADE FOR…EXPLORING!

My journeys as part of the Louisiana Travel Association’s Louisiana Tourism Leadership Academy

 

Dear Carrie, Happy New Year! We are excited to have you as a student for our fourth year.

I returned to work after holiday break to this greeting in my inbox. It was a New Year, 2018, and I was beyond excited to learn that I’d be embarking on a year-long professional development journey exploring our great state of Louisiana (the boot), as part of the Louisiana Travel Association’s (LTA) 2018 Louisiana Tourism Leadership Academy (LTLA).

We’d represent a group of 28 strangers, picked to live in a house, work together and have their lives taped, to find out what happens when people stop being polite… and start getting real. Oops, sorry, flashback to my days binge watching MTV’s The Real World.

In reality, we were a group of 28 lucky tourism professionals from across the state, selected among a slew of applicants, to explore some of Louisiana’s best tourism assets in cities including New Orleans, Baton Rouge and Lake Charles, along with those lesser known, but just as enjoyable areas, like Natchitoches, Monroe-West Monroe and Avoyelles Parish.

The program’s mission is to build future tourism leaders, develop their leadership skills and strengthen their networks. And that it did!

Over the course of the year, I logged approximately 1,981 miles of travel, and committed 120 hours to the program. I learned about the importance of advocacy at the State’s Capital; I discovered the charm of Natchitoches (and learned how to pronounce it correctly!) and toured the church where Julia Robert’s character (Shelby) gets married in the movie Steel Magnolias; I shook the hand of the Mayor of Mansura, La., Kenneth Pickett, and tasted some of the best cracklins I’ve ever had at Durand Food Store – I would later place a special order to feature them at the rehearsal dinner of my wedding; I toured (tasted and enjoyed) Landry Vineyards – one of Louisiana’s few wineries; and I discovered a new found love for craft beer at Crying Eagle brewery in Lake Charles.

But more importantly, I made lasting connections with peers that I know I can call on at anytime for feedback, guidance or a favor. I went beyond my comfort zone of Baton Rouge and New Orleans, and visited areas that I’ll travel back to one day, and will encourage others to explore as well. And I saw firsthand the hard work of our tourism leaders to promote Louisiana, not just for their wellbeing, but for all residents and visitors.

I’m happy to extend my involvement in LTLA as a proud alumnus and as part of the LTLA Auction & Scholarship Committee. The two-year commitment is made up of six individuals representing each former LTLA class. As part of my involvement, I’ll be meeting with future LTLA classes. And so, these boots will keep walking…

 

Do you represent a destination you would like to promote? Our professionals are passionate about travel and tourism and DEVENEY would love to help, tweet us @DEVENEYMKTG to get the conversation started.

 

SOCIAL ACTIVISM & WHEN BRANDS TAKE A STANCE

The digital age has ushered in a new era of social activism and political involvement, which has greatly affected the way consumers interact with brands. When taking a stance, brands can easily become subjects in the court of public opinion. Will their stance result in crisis or will they be applauded for their good intentions?

After Colin Kaepernick first took a knee during the National Anthem on August 26th, in protest of minority treatment in the United States, there was a media frenzy and the public took to social platforms to express their dissatisfaction and support of Kaepernick’s actions.  Fast forward two years and Kaepernick is still in the spotlight.

Most recently, he became the face of the newest installation of Nike’s “Just Do It” campaign, “Dream Crazy.” In response, many customers burned merchandise in outrage and cries of boycott rang out across social media. Mayor Ben Zahn of Kenner, LA responded to the advert by imposing a ban on Nike apparel for the parks and recreation department, which was leaked on social media September 5th. Crisis ensued almost immediately, and the Mayor was blasted in a media maelstrom of national proportions.

The digital era has given everyone a platform and a voice. The omnipresence of social media creates an environment in which brands are highly visible. Mayor Zahn’s Nike ban received widespread attention which was greatly increased by social media. Every action he took following the announcement of the ban was followed closely and widely critiqued. For public figures and companies, it is important to consider the following when making divisive statements that make a significant impression on your audience/the public. Your crisis response should always prioritize:

  • Audience
  • Timing
  • Messaging

Gauge your audience. Kenner is home to a diverse population. Many citizens were very outspoken about the memorandum and organized a protest within days. Community members and notable figures such as team members of the New Orleans Saints attended in solidarity. City council members and other local politicians also spoke out against the memorandum, sighting an infringement of basic rights. You must be cognizant of public sentiment when addressing a crisis because you want to ensure that your audience is receptive to your message.

Be aware of your timing. The backlash against Mayor Zahn’s order was immediate. The memorandum was issued on September 5 and he rescinded the order on September 12th. After the original leak, the Mayor refused to comment any further when questioned by media. The response rate to public outcry was prompt but his original messaging did not steer the conversation in a positive direction.

Formulate an appropriate response. It’s important to formulate a response that will resonate with your audience and change the conversation. Mayor Zahn initially responded by saying, “The memo speaks for itself.” This was followed by a public statement in which he defended the ban saying that taxpayer dollars would not be used to support a company that is “using their powerful voice as a political tool.” The public was not very receptive to this response. Mayor Zahn would have fared better if he had initially taken an apologetic tone as opposed to a defensive one.

Nike, on the other hand, received a significant increase in sales, 31% as of September 7th, despite this apparent backlash. Featuring Kaepernick, a controversial figure, in their most recent ad was a bold move but Nike indubitably considered their timing, messaging and brand position before making this decision, allowing them to come out ahead.

Ultimately Mayor Zahn rescinded his order on Nike apparel and products, stating “Acting upon advice of the city attorney, I have rescinded my memorandum of Sept. 5. That memorandum divided the city and placed Kenner in a false and unflattering light on the national stage.” While many are against the use of Kaepernick in the Nike ad it has yet to impact their sales/revenue negatively. This demonstrates how quickly the public is ready to react when public figures and companies take a stance on social issues. Taking a stance does pose some risk but with the right preparation, counsel and proper understanding of your target audience you can positively impact your brand.

Want to learn more about crisis communication? Join our conversation by tweeting us @DEVENEYMKTG.

 

 

WORD-OF-MOUTH: THE BEST MARKETING TOOL

word of mouth

As marketers, we know it’s personal. There are so many tools brands can implement to boost sales, but none are as effective and highly trusted by consumers as recommendations from friends and family. As a brand, it may be hard to conceptualize how to get people talking and genuinely recommending your products. But if you can manage to make it happen, the payoff is big. Word-of-mouth marketing generates twice the sales of paid advertisements.

According to extensive consumer studies, word-of-mouth marketing is the most highly trusted and effective marketing tool. A staggering statistic, 75% of consumers do not trust ads while over 90% of consumers believe brand recommendations from friends. People are four times more likely to buy products when referred by friends.

How can brands facilitate the rise of something as organic as personal recommendations?

User-generated Content

Brands can align with user-generated content to connect to their market. User generated content comes directly from consumers—including positive information about brands and testimonials. This type of honest, organic content builds trust and gives marketers extra material for sharing. 86% of millennials trust this type of content as a good indicator of a brand. Campaigns that work particularly well for compiling user-generated content include viral hashtags and reposting consumer media praising the product or service.

Reviews and Testimonials

Like user-generated content, testimonials garner high levels of trust. 79% of consumers trust product/ service reviews and testimonials as much as they trust personal recommendations. On the brand side, adding ratings and reviews to a website can generate as much as 18% more sales. Companies like Amazon utilize this tool notably well. While showcasing positive reviews, companies must also be mindful of negative feedback. Responding proactively to negative review and testimonials with quick and thoughtful language is essential to getting ahead of any content that may harm your brand. Since reviews come so highly trusted, negative reviews are of equal importance and must not be ignored.

Incentive and Referrals

To elicit word-of-mouth marketing, brands often use an incentive or referral program to create new users. Offering customers a discount or free gift for sharing with friends works well for generating word-of-mouth referrals. Effective examples of this are credit card companies offering cash incentives for referrals and Planet Fitness’ points referral program. For the same reason people love giving gifts, happy customers want to share with their friends. Offering a reward in exchange proves incredibly effective for generating organic outreach.

Influencers

We already know the importance of influencers. They earned their name. In fact, the most valuable word-of-mouth recommendations come not from friends or family, but from influencers. 40% of people said they’ve purchased an item based off their recommendations. Win influencers over with exclusive free product trials or by mentioning them in your brand social content.

How are you using word-of-mouth marketing to build your brand power? Join us in the discussion and tweet us @DEVENEYMKTG.

DEVENEY has been recognized as a top Integrated Marketing Company on DesignRush

WHAT INFLUENCERS BRING TO THE TABLE

So what is it about influencer partnerships that results in engaging content?

Influencers provide a new perspective on your brand.

From featuring your brunch in a “staycation” round up or showing a new clothing line in action with a busy mom’s schedule, an influencer’s coverage brings a new perspective. Compared to traditional advertising, audiences can more easily envision how your product or service fits with their life.

Enhance the narrative and consider complementing industries to assist with influencer’s expense. For example, a car brand could partner with a hotel, travel attraction and restaurant to showcase weekend road trips, each benefiting from the exposure and helping to offset the cost. The result is a pre-planned trip for followers.

Influencers can reach a new audience.

Looking to attract a specific audience? Introduce a new product or service? Micro influencers thrive on resonating well with niche but highly engaged audiences. To pursue this type of partnership, consider breaking down your target audience to aid with research. For example, rather than “Females, age 35-50,” further refine to “female business leaders,” “female culinary influencers,” etc., to better define potential partnerships.

A word of caution: don’t be tempted to force-feed any influencer tag lines or copy about your brand. To truly be influential, the story must be told in their own words with their own style. If their message comes across as canned and inauthentic, it could hurt all parties involved. If you find their style clashes with your message, you’re better off not using them than giving them a strict script.

Looking to further explore the world of influencer partnerships? Check out our advice on courting partnerships and scaling campaigns or send us your questions by tweeting us @DEVENEYMKTG.

BEST PRACTICES FOR SOCIAL MEDIA GRAPHICS

When it comes to social media and branding, generating engagement and making an impact on our audience is essential. A key element to aid in the success of social content and the impact it has on your target audience is by keeping your visuals consistent and brand aware.

Studies have shown that our society is heavily persuaded by visual stimulation. Good visuals have become a necessity to maintaining a concrete brand message and keeping a constant line of communication open between brands and audiences.

We’ve learned how important it is for brands to establish a consistent brand image that audiences can routinely begin to recognize and appreciate as they scroll through their social feeds.

A great way to establish a visual narrative of your brand across all social platforms is to start with drafting your concept. Once you have that down, you should move along to determine if your visual follows basic design principles:

 

  • Legibility
    • Be sure that the text chosen for your graphic, is easy to read. Many overlook this step for fonts that they find appealing. Don’t do this. Choose a typeface that your audience can easily decipher.
  • Visual Hierarchy
    • This instructs the user on how to read the content by differentiating the elements needed for the graphic: like type size, color or other artistic elements.
  • Color
    • Be sure that you are cognizant of the color choices in your social graphic. Colors have been proven to influence how we digest certain visuals and what moods we associate them with.
  • Typography
    • Dependent upon the tone of your graphic and its messaging, the typography you choose to further that message is also significant. Type can convey different ideas or moods to audiences, so it’s important to choose the type you want wisely.

By striving to maintain a recognizable approach to your social graphics, you leverage your visuals to reinforce and elevate your story with audiences. Additional sustainable habits include using the company logo, colors, and type to brand your content as you craft your posts.

Remember, consistency registers the most with people and will create a new connection between your brand and its constituents.

So, next time you sit down to create a social media graphic, create a checklist of the necessary components for a successful and brand aware graphic. From there, you’ll be much closer to meeting the objectives you conceptualized.

Want to learn more? Join our conversation by tweeting us @DEVENEYMKTG.

 

CONSUMER ACTIVISM: HOW TO PREPARE AND HOW TO RESPOND

In 2018, brands are witnessing a wave of a new consumer activism. According to a Washington Post-Kaiser Family Foundation poll, since the beginning of 2016, one in five Americans has participated in some form of activist involvement. In all, 27% of American adults have taken part in two or more offline activities, while 18% (representing 24% of Internet users) have engaged in two or more activities online. And, many of them claim they plan on getting more active. Making sure your brand is properly prepared to engage with activists both proactively as well as reactively will be essential to navigating the activism landscape.

Activism Defined:

Activism can be understood as acting to affect social change and can occur in a myriad of ways and in a variety of forms. It is most often concerned with “changing the world” through social, political, economic or environmental efforts. Activism can be led by individuals but is often done collectively through social movements.

Types of Activism:

  • Digital/Internet/Social Media
    • The use of electronic communication technologies such as social media, email, podcasts, etc. to enable faster and potentially more effective (far-reaching) transmission of oppositional beliefs by concerned citizens who may or may not be involved in a larger movement
  • Protests/Grassroots Movements
    • The protest is perhaps the oldest and most traditional form of activism
    • Individuals (who may or may not be part of the same community and/or organization) who coordinate and assemble a large-scale event bearing witness on behalf of a cause
    • Protesters may organize a protest as a way of making their opinions heard to influence public opinion or government policy, or they may undertake direct action to enact desired changes themselves
    • Can be non-violent and/or violent depending on the situation and can escalate from non-violent to violent depending on the circumstances
    • May take place in one designated location or could consist of physical movement i.e. a walk or march
  • Activist Organizations
    • The activism industry consists of organizations and individuals engaged in various forms of activism fighting at least one perceived injustice; often done full-time as part of the organization’s core business model
    • Often non-profit and/or non-governmental
    • Does not generally manufacture goods
    • May engage in lobbying, or attempting to influence decisions made by the federal government
    • Examples of Activist Organizations: PETA, Greenpeace, ACLU, Black Lives Matter, etc.

Profile of an Activist:

  • Usually involved in larger organization/movement
  • Engage in demonstrations, sit-ins, etc.
  • Act on what they believe to be true and/or what they hold as core values (i.e.: civil liberties, women’s rights, animal rights, etc.)

 

Proactive: Get Ahead of the Curve

First Steps

  • Identify issues that might attract activists’ attention
  • Assemble crisis management plan and team with members in specialty areas who have activism or similar experience
  • Develop specific crisis management plans for different types of possible activism crises
  • Select and train a credible spokesperson for the media
  • Consider conducting dry runs/test crises to make sure your plans will work

Do Your Research

  • Develop media relations plan, community relations plan and risk communications strategy
  • Appoint responsibility to appropriate members of staff who have relevant experience in crisis management (especially when it comes to activism)
  • Develop a written and verbal complaints procedure
  • Consider holding community events or engaging in Corporate Social Responsibility programs – reach out to the community if you think they may turn against you; don’t isolate your brand
  • Identify and keep in touch with the views of all activist groups that may prove a threat
  • Keep track of public opinion of the organization and relevant general issues (environment, animal rights, equal pay, racism, sexual assault, etc.)
  • Do not lose touch with breaking news and trending headlines – always be on top of what’s going on in the larger community that could affect your brand in some way

Avoid:

  • Don’t assume it won’t happen – anyone is vulnerable to a crisis, activism-related or not
  • Don’t play defense instead of offense
    • You may not always have the opportunity to expect the unexpected, but waiting to act until an activism-related crisis occurs is not the way to go unless there’s no other option
  • Don’t expect people/public opinion to be on your side – including employees
  • Don’t release messaging related to a potential crisis without consulting your crisis management team and/or legal counsel– risk of bringing unwanted negative attention to your brand
    • This goes for reactive crisis management as well

 

Reactive: Crisis Management

Protocol:

  • Identify and act quickly
  • Keep calm
  • Do not engage in further verbal or written communication, especially online
  • Be on high alert

Be discreet and cordial

Preparing for a Protest:

  • Identify and act quickly
  • Expect a video camera; this means they may come in groups of two or more

During a Protest:

  • Administrators should handle addressing the protesters, not staff
  • Ideally there is no video footage, but we should at least aim to keep the encounter as short as possible
  • Avoid protesters entering private property
    • Verbal phrases to communicate:
      • “We apologize, but no video camera recordings are allowed on our premises at this time.”
      • “Ma’am/Sir, you’re going to have to vacate the building.”
      • “Please adjourn to public property for your speech.”
    • Continue to not engage in further verbal communication

Avoid:

  • Do not engage in verbal conversation
  • Calmly repeat company policy
  • Do not stray from this script
  • Do not physically touch any of the protesters
  • Do not attempt to take posters or cameras away
  • Do not allow guests to verbally or physically engage

 After the Protest:

  • Do not further engage in conversation with guests about the occurrence
  • Apologize for the disruption
  • Ensure customer safety
  • Contact/update executives

Hard-hitting activist campaigns against big corporations have become part of the business landscape in 2018, but encountering activists doesn’t need to be an intimidating experience. Having a partner like DEVENEY to support your organization and devise a plan ensures that your best foot is forward when navigating the activism landscape.

Want to learn more? Join our conversation by tweeting us @DEVENEYMKTG.

 

GETTING TO KNOW GENERATION Z

As marketers, it’s crucial to continuously research and know our ever-evolving audiences. Our newest target audience? Generation Z.

But who exactly is Gen Z?

There is some debate on birth years, but most agree that Gen Z’ers are those individuals born after 1995/1996. They are 60 million strong, and will make up 40% of consumers by 2020.

Most importantly though, Gen Z’ers are not just an exaggerated version of Millennials – in fact, they are extremely different given the historical context they grew up in:

  • Gen Z’ers have been shaped by the recession and are prepared to work hard to create a stable future for themselves. They don’t remember a time when the economy was booming, so they are much more pragmatic and realistic than Millennials.
  • Additionally, they grew up believing that acceptance is the semi-norm and are generally more inclusive and tolerant than older generations. After all, they witnessed the election of the first black president and the legalization of gay marriage.
  • Gen Z’ers are global citizens. They actually interact with their global peers as the world continues to go online and geographical barriers shrink.
  • Technology-wise, Gen Z’ers are different because they are digital natives. They grew up surrounded by advancements in technology and don’t really remember a time when they did not have those tools. They see technology more as a tool than as an obsession. Technological innovation is not as exciting because they have come to expect it.

So, what does this mean for marketing?

Because Gen Z is such a unique audience cohort and will make up such a large portion of the market, it’s important to understand key aspects of their demo- and psychographics so that we may begin to shift how we communicate brands and ideas. Key takeaways include:

5 screens, 8 seconds: Because they’ve grown up in a world with access to information 24/7, Gen Z’ers have extremely small attention spans – 8 seconds to be exact. Even more, they are consistently plugged in to about 5 screens at a time.To account for this, make your content engaging and concise, and be sure to wow them (they expect it) – show value as quickly as possible.

Make sure your website is updated and works on mobile devices. They judge with their eyes first, and if one platform is lacking, they will notice and criticize you for it.

Tailor your marketing posts to each specific platform while keeping the overall message the same – it’s up to you to find the best way to communicate, and remember: each platform has a different purpose. Overall, Gen Z’ers are typically top users of platforms that allow them to choose who sees their content, and trends show that they prefer visual content over written word.

  • Instagram: conveying style and identity
  • Twitter: learning the news, real-time talk around trending events
  • Snapchat: share real moments in real time
  • Facebook: glean information, but tends to be viewed as an “over-sharing” platform (and thus its popularity among Gen Z is dying)
  • Another tip: Utilize online influencers to connect with the audience on a personal level. Gen Z’ers aren’t naïve and know influencers are paid to endorse products, but they still trust the individuals they follow on social media to make a conscious decision about the brands they work with.

Strong “BS” filters: Gen Z’ers have a very different relationship with brands and companies than their elders – they are less trusting and tend to have the strongest “BS” filter because they grew up having so much access to information so constantly. Overall, they tend to trust individuals more than institutions, so make sure to promote transparency and authenticity in everything your brand does.

  • Another tip: Utilize online influencers to connect with the audience on a personal level. Gen Z’ers aren’t naïve and know influencers are paid to endorse products, but they still trust the individuals they follow on social media to make a conscious decision about the brands they work with.

Empower them to change the world: Gen Z’ers aren’t as impressed by awards and industry jargon – they are motivated by companies that demonstrate a desire to make a positive impact on the world. They are very socially and politically active and want to be involved in the next movement for change. Don’t just talk about how your company helps others… inspire people to join you.

How has your brand shifted to target Generation Z? Tell @DEVENEYMKTG how you did it!