Water brands are appealing to Gen Z through marketing and design
Trend - Gen Z consumers are poised to be the next new “crop” of consumers as they begin actively participating in the economy. As a result, brands in the water space are targeting this demographic with new initiatives that include self-care marketing, eco-friendly branding, and philanthropic initiatives.
Insight - Gen Z consumers are one of the most influential demographics of the time, both economically and politically. Being raised as "digital natives" with a wealth of information at their fingertips, this demographic holds more diverse preferences and needs than previous generations, focusing on authenticity, corporate responsibility, and sustainability. These individuals have heard the plights of various activists, reinforcing these shifted values as key factors in their buying decisions. As a result, they require more allure than aesthetics and price when purchasing from a brand and flock to brands that share their same values.
Insight - Gen Z consumers are one of the most influential demographics of the time, both economically and politically. Being raised as "digital natives" with a wealth of information at their fingertips, this demographic holds more diverse preferences and needs than previous generations, focusing on authenticity, corporate responsibility, and sustainability. These individuals have heard the plights of various activists, reinforcing these shifted values as key factors in their buying decisions. As a result, they require more allure than aesthetics and price when purchasing from a brand and flock to brands that share their same values.
Workshop Question - How can your brand pivot to meet these needs of Gen Z consumers?
Trend Themes
1. Targeting Gen Z Through Eco-friendly Promotion - Water brands are using self-care marketing, eco-friendly branding, and philanthropic initiatives to appeal to Gen Z consumers who value authenticity, corporate responsibility, and sustainability, providing an opportunity for innovation in sustainable packaging and eco-conscious marketing strategies.
2. Scent-based Marketing for Water Bottles - air up recently launched the world's first scent-based drinking system, proving that scent-based marketing has plenty of potential in the water bottle industry, providing an opportunity for innovation in tasteless water bottles and aroma pods.
3. Free Sustainable Packaging Via Advertising - Companies like FreeWater are paying for eco-friendly, BPA-free products by partnering with advertisers to distribute or sell the water for a profit, providing an opportunity for innovators to create new ways for companies to use advertising and sustainable packaging together.
Industry Implications
1. Packaging Industry - Innovators can explore sustainable packaging concepts and eco-friendly options to address the emerging Gen Z and Millennials target demographic of water brands.
2. Marketing Industry - Innovators can create more innovative and sustainable marketing strategies that tap into the growing interest in self-care, corporate responsibility, and sustainability of the water industry.
3. Global Consumer Goods Industry - From attracting Gen Z consumers to creating reusable, eco-friendly bottles and sustainable advertising methods, the water industry offers countless opportunities for innovation in the global consumer goods industry.
