Taking a generational approach to brand purpose effectiveness
While Millennials and Generation Z generally get credit for being the most socially aware generations today, brands seem to just be scratching the surface when it comes to targeting their purpose-driven efforts. Are cause-related brand messages resonating equally with different age groups?
Do advertising responses vary depending on the product or category? And do certain cause ads connect with Baby Boomers versus Gen X versus other generations?Drawing on findings from The Purpose Impact Monitor – a new, ongoing study developed by GfK in association with Goodvertising Agency – this guide will help you understand how consumers react and respond to purpose ads across generations.
Inside, you’ll discover:
- The difference between ads getting noticed and inspiring action
- Getting your message across
- Connecting with younger consumers
- Traditional vs. transformational ad creatives
- Brand cues that deliver brand effects
- The power of purpose & generations
