Pizza Hut and Domino’s recent retro reboots represent an effort to satiate consumers’ growing hunger for the past. Millennials are craving the simpler times of their youth when phones weren’t very smart and when you turned on the TV you got what you got.
As the first digitally native generation and products of all the good, bad and ugly the world wide web has to offer, Gen Z is skeptical, cynical and guarded, to say the least. As a result, when it comes to influencing their support and wallets you better be in touch, authentic and share their world view.
Thanks to the Amazon Effect, the Pampered Consumer is now just a code name for every consumer on earth. And 2020 only poured gas on the ever-growing fire of coddled consumers expecting more from brands every day. Simply pawning your wares doesn’t cut the mustard anymore.
The first digitally savvy generation is considered by many as the most financially savvy generation too. Gen Z influences $600 billion of household spending and represents a huge opportunity for brands.
The effects the pandemic and the social and political upheaval of 2020 have had on brand communications is about to be seen upon one of advertising’s largest stages. This year’s Super Bowl will illustrate how brands are breaking away from traditional spending and building brand experiences.
2020 has changed us. From work and home to institutions big and small, our perspectives and expectations have changed. When it comes to brands, consumers need to trust them and demand proof brands know them.