PURCHASE BEHAVIOR & BRAND BREAKUPS
Nine of 10 chief executives, and advertising, promotions, sales & marketing managers are non-Hispanic white. Without breaking internal marketing “culture bubbles” to put cultural fluency and insights at the core of every brand strategy, brands risk a break-up with Gen Zers and their parents.
WHAT MARKETERS SHOULD KNOW ABOUT BRAND BREAKUPS:
Black, Hispanic and other people of color feel a sense of unity with other minority segments and understand that hate and racism are the biggest issues they face together. As a result, offending or disrespecting Gen Zers and their parents can be akin to brand implosion, especially as this generation comes of age.