The Target Incubator Pushes Gen Z-Run Businesses to the Forefront
Riley von Niessen — June 10, 2019 — Business
References: target & retaildive
With the Target Incubator, the US chain is aiming to foster Gen Z-run business start-ups that are looking to make a difference in the world. The company is specifically in search of creators and entrepreneurs that have come up with progressive business concepts, which would appeal to consumers in the same demographic.
In the past, Target ran a similar program that enabled it to connect with tech start-ups throughout the US, which was later expanded to India as well. Also launched was the Target Takeoff project, which functioned as a small-scale "boot camp" for start-ups in the beauty industry.
With the Gen Z demographic being largely misunderstood by marketers, the Target Incubator serves as a useful opportunity for the retailer to connect with them directly, and appeal to a new demographic of consumers that are increasingly holding more purchasing power.
In the past, Target ran a similar program that enabled it to connect with tech start-ups throughout the US, which was later expanded to India as well. Also launched was the Target Takeoff project, which functioned as a small-scale "boot camp" for start-ups in the beauty industry.
With the Gen Z demographic being largely misunderstood by marketers, the Target Incubator serves as a useful opportunity for the retailer to connect with them directly, and appeal to a new demographic of consumers that are increasingly holding more purchasing power.
Trend Themes
1. Gen Z-led Start-ups - The Target Incubator focuses on fostering Gen Z-run business start-ups, presenting an opportunity for disruptive innovation led by the next generation.
2. Progressive Business Concepts - The Target Incubator seeks creators and entrepreneurs with progressive business concepts, offering a chance for disruptive innovation to shape the market.
3. Direct Connection with Gen Z - Through the Target Incubator, retailers can establish a direct connection with the often-misunderstood Gen Z demographic, unlocking disruptive innovation in marketing and product development.
Industry Implications
1. Retail - The Target Incubator presents opportunities for the retail industry to tap into the unique perspective of Gen Z and gain insights into their preferences, fueling disruptive innovation in products and marketing strategies.
2. Technology - As Target previously connected with tech start-ups in the US and India, the Target Incubator serves as an avenue for innovative partnerships and potential disruptive advancements in the technology industry.
3. Beauty - By building on the success of the Target Takeoff project, the Target Incubator offers a platform for disruptive innovation in the beauty industry, enabling start-ups to be mentored and empowered.
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