A look at the differences between consumer behavior and shopping preferences of Gen Z and Millennials, especially as it relates to sustainability. Presented at the Sustainable cleaning products summit, New York 2019

1. Marketing Sustainability to
Gen Z + Millennials
Sourabh Sharma
@figorout
@sssourabh
Sustainable Cleaning Products Summit

2. The younger generations
have killed:
casual dining
beer
napkins
etc.

3. which industry is next
and
why does this matter
?

4. the biggest population demographic
Gen Z,
25.9%
Millennials,
24.5%Gen X,
15.5%
Baby
Boomers,
23.6%
Maturists,
10.5%
Mashable 2018

5. millennial
• 1980 – 1995
• 65 million
• 9/11
• Crises (‘00/’08)
• Reality TV
• 1995 – present
• 80 million
• Justin Bieber’s arrest
• Trump’s presidency
• Cloud Computing
Ages
Population
Formative
Experiences
demographics
Vision Critical (2019)
gen Z

6. millennial
• Entrepreneurial
(‘quick rich schemes’)
• Discoverability
• Optimistic
• Prefer savvy products,
influenced by bargains
• Stable Careers
• Success
• Realistic
• Prefer products that
work and are trusted
Economics
Work For
Mindset
Shopping
psychographic
Vision Critical (2019) and Marketo (2019)
gen Z

7. millennial
• Choice overload
• Floppy disks
• 2
• 12 seconds
• Phone (separation)
anxiety
• Flip phones
• 5
• 8 seconds
gen Z
Stress Cause
Never Heard Of
“Screens” Used
Attention Span
behavioral
Vision Critical (2019) and Mashable (2019)

9. millennial
• $600 billion
• 37% in 6 months
• 51% compare prices
• Share things
• $44 million
• 53% in 6 months
• 43% compare prices
• Create things
Spending Power
Mobile Purchases
Bargains
Equation with Brands
purchasing
Vision Critical (2019)
gen Z

10. millennials and gen Z expect
sustainability to be a value of a
company that sells products
millennial gen Z
94%-87%
Companies should
address social and
environmental issues
Drapers 2019

11. the brands they choose to
bring into their life add to their
outlook, opinions and overall
personality
millennial gen Z
50%-38%
Brands say something
about a person, their
values, and how they
fit in
Cone Communications Survey (2019)

12. … and
they will
pay for it
millennial gen Z
40%-39%
Pay full price for
items made in a
sustainable or
environmentally
friendly way
Cone Communications Survey (2019)
Compared to 36% for
overall average

13. 46%
48%
75%
76%
Spend time researching ethical
and sustainable brands
Abandon purchases if brand
does not fit values
Pay more for sustainable
products
Sustainability is important
when shopping
Drapers 2019
sustainability is a priority across
these generations

14. products are no
longer just used…
they are
experienced and
add to the overall
personality and
identity of a
person

15. how is cleaning an experience?
It was very
cheap … and it
has done the
job. I used to
make my own
laundry soap
and I am happy
with this one.
I tried it because I’ve been
trying to cut off unneeded
chemicals from my life.
Example such as my diet,
my body, soaps, etc.
Natural products ….
are a big plus
because I have four
cats and a puppy in
in the house.
Digsite (2019)

16. how is cleaning an experience?

17. marketing strategies
experiential marketing
clear communications
social media and influencer marketing

19. millennial
Cool Experience
Cool Product
product or experience?
Deep Focus (2019)
gen Z
60%
40%
-23%
-77%

20. millennial
Cool Experience
Cool Product
product or experience?
gen Z
60%
40%
-23%
-77%
create an experience, but ensure it is
backed by a solid product story
Deep Focus (2019)

21. Febreze “The Freshness”
Party in Los Angeles to target
this demographic
Engage with this demographic by
capitalizing on digital trends, e.g.
Switch Off and #Connect2Earth

23. where does the ‘sustainable’ part apply?
ingredients processes packaging

24. where does the ‘sustainable’ part apply?
ingredients processes packaging
are these for the ‘cleaning’ or the ‘mission’?
non-irritant
not a harsh scent
ease of use convenient
gives back to organizations
recyclable

25. sustainability is expected
… so inform users of the benefits of your
product
… because, short attention spans!
100% natural
ingredients for an
unbeatable clean
surface
An unbeatably clean
surface with 100%
natural ingredients

28. 41%
58%
74%
80%
Baby boomers
Gen X
Millennials
Gen Z
RetailDive 2019
social media significantly influences shopping

29. the world of social
media and influence
• 1% believe in ‘traditional’
advertising
• 94% trust word of mouth
• Over 90% believe in influencers
• 36% turn exclusively to social
media influencers in their
decision making

30. 69%
80%
85%
visit a familiar store
based on a campaign
discover new retailer
and visit the store
discover new
products
MediaKix 2019
social media powers product trial,
awareness and store visits

31. as a brand, what do people see when they
stumble upon you find you
look for you see you

32. engagement: love is a two way street

33. consistent content with a cross platform approach
builds engagement and loyalty
content
consistency
engagement
loyalty

34. Special Edition
Youth to the People, 100%
vegan and cruelty free
launches a special edition
Earth Day cleanser on social
media.
Post Consumer Recycled Packaging
(PCR)
Seventh Generation Earth Day PCR
awareness for a plant based soap.

35. the trust factor in influencers
popular kid in school
+
“trust”
+
enables passive marketing

36. identify influencers whose personalities
and beliefs are relevant to the brand, and
who can engage their audiences with
trust

37. Sustainability
focused
influencers

39. marketing strategies
create experiential marketing
deliver clear communications
utilize social media and influencer marketing

40. products are no
longer just used…
they are
experienced and
add to the overall
personality and
identity of a
person

41. Marketing Sustainability to
Gen Z + Millennials
Sourabh Sharma
@figorout
@sssourabh
Sustainable Cleaning Products Summit