Eco-​Friendly Retailers to Target Generation Z with Digital Ads

BY Rachel Cagle
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"The era of the activist consumer has long since arrived, and the signals of this growing movement are everywhere. The activism of Generation Z consumers puts them in a unique position to effect actual change at the business level in ways previous generations weren’t, reports Nielsen."

"By thinking beyond how to wield their individual spending power, Generation Z consumers are pushing their households and broader social networks to use the tools at their disposal (their purchasing power and choice of which media content creators and publishers to support) to create real change."

"These signals are creating real opportunities for brands across industries. Nielsen expects consumers to spend up to $150 billion on sustainable products by 2021 in the U.S. alone. And across the evolving spectrum of sustainability attributes that matter most to these consumers, environmentally friendly products top the list, both in terms of what consumers view as most important, and what they’re willing to pay more for."

"U.S. Generation Z adult consumers (ages 18–24) who identify as sustainability conscious spend 10% more time than their peers viewing news and information sites and apps on their digital devices. Comparatively, they spend less time with TV screens than the average U.S. Generation Z adult consumer. These consumers are digitally savvy, and they want to stay tuned to what’s happening as it unfolds, and share it with their networks. They also spend more time engaging with content, and creating their own, across their devices. Generation Z adult consumers clock over six hours daily with their digital devices, almost 20 minutes more than their non-​sustainability conscious Generation Z peers. And about one-​third of their overall time with digital devices is spent social networking."

"Nielsen's profile of sustainability conscious consumers focuses on consumers who take action on their beliefs: Specifically, sustainability focused consumers carry out five or more eco-​friendly activities on a regular basis. For advertisers looking to authentically connect with this critical consumer base, communicating how your product or brand positively contributes to a sustainable world is now a key attribute to any true value proposition. And for content creators and publishers, reflecting the challenges of the world that we live in, while opening up avenues to action that will resonate with Gen Z consumers’ drive to make a positive impact, will be key to building loyalty with an increasingly on-​the-​move segment."

AudienceSCAN research agrees: Digital is an ideal way to reach Environmental Cause Supporters with advertisements. Last year, these shoppers took action after seeing ads on daily deals sites such as Groupon, either receiving ads via text or seeing ads on their mobile smartphone apps and hearing ads over both digital and over-​the-​air radio. Additionally, more than half of this audience took action after receiving email ads last year. Their favorite types of emails to receive from businesses include coupons/​discount codes and limited-​time sales and offers.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on casual clothing stores and cosmetics/​skin care shops, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.