However, companies can’t just force their way into social relevance by jumping on a cause or talking about how they’re making the world a better place (cough cough Pepsi). Brands need to be transparent and show — not just tell — how they’re making an impact. Patagonia — the holy grail of brand CSR examples — has shown their dedication to branding with purpose since 1985 with their “1% for the Planet” initiative, where they donate one percent of all sales to “preservation and restoration of the natural environment.” In 2016, the clothing brand took it a big step further by introducing “100% for the Planet” on Black Friday, donating 100 percent of sales (not just profits) to similar sustainable causes. This enormous action showed the world that Patagonia is a brand that stands by their values. Other brands including Dove, REI and more recently Nike have found similar success by using similar marketing methods
However, companies can’t just force their way into social relevance by jumping on a cause or talking about how they’re making the world a better place (cough cough Pepsi). Brands need to be transparent and show — not just tell — how they’re making an impact. Patagonia — the holy grail of brand CSR examples — has shown their dedication to branding with purpose since 1985 with their “1% for the Planet” initiative, where they donate one percent of all sales to “preservation and restoration of the natural environment.” In 2016, the clothing brand took it a big step further by introducing “100% for the Planet” on Black Friday, donating 100 percent of sales (not just profits) to similar sustainable causes. This enormous action showed the world that Patagonia is a brand that stands by their values. Other brands including Dove, REI and more recently Nike have found similar success by using similar marketing methods
Average statistics define the Gen Z age range as those born between 1996–2010. Some of the key differences they have to their Millennial counterparts are that they grew up in a world of digital dominance and are more connected and global-minded, making them more focused on individuality and diversity. Gen Z has also developed a more discerning eye, or ‘BS detector’ when engaging with media, politics and platforms. They grew up amid events such as the “war on terror” and the global recession, making them more cautious, frugal and even fostering entrepreneurial values. With the continual issue of mass shootings in America, young people have taken a stand and spoken up about gun issues, earning them huge media exposure and pushing them to the forefront of popular culture. Gen Z is therefore recognizing the power they have in potentially affecting legislature and social change.