Winning The Hearts of Gen-Z, The Ethical Way

Ethics. A tough and boring conversation to have, especially when you don't know what it is or how to go about it. Whether you know what it is or not, everyone has ethics. Everyone has that one thing that they care about, or that one thing that they would or wouldn't do. However, today, we're talking about ethics in marketing, a.k.a Ethic Marketing; what it is and how to use it to attract Gen-Z.

In previous episodes, we've about how brands can market to Gen-Z as a consumer and the steps they can take in order to gain Gen-Z's attention. Ethical marketing is the same way. Ethical marketing is when brands are promoting themselves in a way that aligns with their consumer's values and morals. Meaning for Gen-Z, if you aren't using their morals to help with your branding, then you're going to lose your Gen-Z audience.

There are a lot of morals and values that Gen-Z have and care about, but there are three specific ones that are needed when marketing to Gen-Z.

The most ethical way to market to Gen-Z is with transparency. Being honest and open with them is key. They want to know the "why" behind the message and the motives of your brand's action. For example, if Gen-Z is giving something for free, they want to know why and what are getting out of this. Being upfront and open with Gen-Z gives them the ability to connect and be honest to your brand. It builds a connection between your brand and your audience, and that's what you need.

Next is sustainability, and while advocating for a sustainable environment is a huge value in Gen-Z's ethical code, we're talking about the sustainability in the way you're interacting. Showing up and showing out time and time again and delivering on your promises can build strong, long-lasting relationships with your audience. With sustainability, you're not only keeping Gen-Z attracted with your brand, but you're being honest with them.

The final ethical pillar is the actual important values that Gen-Z cares about. So the classic things like mental health, social justice and climate change advocacy, are issues that resonate with Gen-Z and your brand should aim to use these important values in your marketing. It shows Gen-Z that you care and it allows them to care about your brand. For Gen-Z, seeing a brand that cares about their ethical values creates authenticity and a sense of community.

While the end game to ethical--and all other types of marketing-- is to sell your brand, it's about building trust, authenticity and a community first. By embracing transparency, sustainability and shared values in your marketing, you create connections and build relationships with your audience.

So, while talking about ethics isn't fun, it definitely holds the key to winning the heart of Gen-Z.

BY JETTA M. HOLIDAY
MARKETING INTERN AT LM