By Jayesh Sali
In this new age of the Gen Z, sustainability has become a pervasive theme and transcended in all means and ways. There is a significant buzz about sustainability and innovation but the question arises, does the contemporary audience understand the new concepts with clarity?
There is a transformative shift in consumer behaviour driven by the new-age audience. The demography of the target audience is primarily composed of Millennials and Gen Z, who are not only redefining fashion trends but also demanding a higher standard of ethical and environmental responsibility from brands today. To effectively market sustainable innovations in the apparel sector, understanding and engaging with this audience is imperative.
New-age audience prioritises quality and intent over price. Millennials and Gen Z are not swayed by superficial claims of environmental friendliness, instead, they want solid proof of a company’s sustainability initiatives. Customers want clothing businesses that uphold values of social justice, sustainability and ethical behaviour. It is paramount that brands communicate their efforts through the pillars of transparency and authenticity and use innovative methods which deliver their message effectively.
Millennials and Gen Z grew up in a digital age, hence they are skilled at investigating items and evaluating promises made by brands. It is crucial that companies make sure their sustainable practices are effectively showcased online and grab attention through social media with the art of storytelling and building authenticity for the brand.
Social media engagement is very powerful to create a buzz. Collaborations with sustainability and ethical fashion influencers is a great idea to amplify the brand message. Authentic partnerships and endorsements foster strong connections.
Marketing strategies should move beyond traditional advertising to create interactive and participatory experiences. Hosting events, workshops and webinars on sustainability topics, as well as encouraging user-generated content can build a strong community around the brand.
Audience and customers are not looking for only sustainable products but products that truly address the environmental issues and drive a change. Brands can highlight innovations such as eliminating plastic, supporting PETA, or introducing other unique ideas to create impactful transformations in the world.
Transparency, authenticity and honesty are crucial parameters to build trust and a loyal customer base and generate an emotional connect between brand and the people. It can be achieved by openly seeking feedback, working on outlined improvement points and creating a clear road map for target audience. This will not only advance trust but also ensure long-term grand success which every brand dreams of achieving.
The author is head of marketing, Reliance Retail (fashion & lifestyle)
(Views expressed are the author’s own and not necessarily those of financialexpress.com)