Pottery Barn Teen's Latest Commercial Speaks to Gen Z Values
Jana Pijak — August 10, 2020 — Life-Stages
References: youtube
Pottery Barn Teen's latest ad is titled 'Commitment to Responsibility' and talks about just that. The commercial asks viewers to imagine a home "made for families with sustainable non-toxic products," one made "with purpose from organic cotton and responsibly sourced wood," one made "to inspire with 95% original and exclusive designs" and one "made with integrity" -- referencing the retailer's Fair Trade USA certification and its status as one of the first home retailers to achieve it.
The ad goes on to highlight the importance of the brand's dedication to corporate equality, citing its corporate equality award from the Human Rights Campaign, and spotlights its empowering female leadership program and charitable efforts.
Targeting parents and Gen Z consumers, Pottery Barn teen outlines its commitment to social responsibility in an engaging ad that speaks directly to the next generation's core values. These Gen-Z values are ones centering around sustainability, human rights, equality and innovation -- each celebrated by the home retailer.
The ad goes on to highlight the importance of the brand's dedication to corporate equality, citing its corporate equality award from the Human Rights Campaign, and spotlights its empowering female leadership program and charitable efforts.
Targeting parents and Gen Z consumers, Pottery Barn teen outlines its commitment to social responsibility in an engaging ad that speaks directly to the next generation's core values. These Gen-Z values are ones centering around sustainability, human rights, equality and innovation -- each celebrated by the home retailer.
Trend Themes
1. Sustainable Home Products - Opportunity to innovate with organic and responsibly sourced materials, as well as non-toxic products.
2. Corporate Equality and Empowerment Programs - Opportunity to create innovative leadership programs and receive recognition for promoting corporate equality and empowering women.
3. Exclusive and Inspiring Designs - Opportunity to differentiate from competitors by offering over 95% exclusive and inspiring designs.
Industry Implications
1. Home Retail - Home retailers have the opportunity to appeal to Gen Z consumers by showcasing a commitment to social responsibility, sustainability, and human rights.
2. Organic and Responsible Sourcing - Companies specializing in organic and responsibly sourced materials can partner with home retailers to offer non-toxic and sustainable products.
3. Corporate Equality and Empowerment Consulting - Companies can offer consulting services to help other businesses create innovative leadership programs and increase corporate equality and empowerment to receive recognition like Pottery Barn Teen.
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