• Nikki Cohn-Byrd

Generation Woke: A New Way of Marketing Health to the Most Informed Consumers

Generation Z is a whole new breed of consumer, more aware and educated than ever before. Here's how you can tweak your marketing to give the largest consumer base (gen z and millennials) what they want....for your brand loyalty.

Technology everywhere, everything at your fingertips, buying from brands with a shared social purpose...these are just a few of the traits of the new breed of Millennial and Gen Z... "Gen Woke".


They are hyper aware of social injustice, freely accepting, inclusive, and tech connected, and are only doing business with brands who share their values. This includes wellness brands.


Their biggest idea around wellness is that its not complete without thinking of the environment as well...as in, you can't be completely healthy without regard to the health of your surroundings.


They crave to do business and have relationships with wellness rands that align with their own purpose and have social responsibilities across every channel of business. Each sage in their ideal brands' operations is sustainable. brands, especially in the health and wellness industry, that don't align with this idea, are seeing a loss of consumers to brands that do...fast.


Before we get into how you can appeal to this audience (the one that will be the largest consumer base by 2023), let's examine some big box brands that have taken this idea and run with it, very successfully.


Athleta. Athleta, a Gap subsidiary sells 'athliesure' and fitness apparel. Among their core values is a pledge for sustainability. They are a certified B corp and have pledged to make 80% of their materials sourced sustainability by 2020. This reason, among others, has catapulted the brand to be on track to reach $1bil in sales.




Patagonia. I couldn't think of any more socially responsible brand than Patagonia. The outdoor apparel line takes sustainability and activism to new levels, pledging environmental responsibility at every stage of their operations cycle. They are also a B corp that has reached new audiences, and increased customer loyalty with their pledges. Patagonia will hit over 3/4th a billion dollars this year, and despite their 45 year history, never ran ads until 2017.


LuLuLemon. Lululemon recently made a sustainability pledge to its audiences, among many other big strategic moves the brand is taking. With a notion within their idea of 'footprint' to 'aim to create healthier environments by inspiring positive change, through mindful choices, innovation, and collaboration. Though not a b-corp, they are a member of the Sustainable Apparel Coalition, and are looking to hit $900mil by 2020.



So how do you take advantage of this, or begin to switch your operations to a more social and sustainable practice?


First, decide upon your supporting cause.

While you can absolutely incorporate sustainability and social responsibility, it may not be feasible to tackle everything at once. Find a cause that aligns with your brand, and your beliefs ad see how you can contribute.


Second, perform a sustainability feasibility study.

While sustainability across all operations is ideal, it will not be feasible at first. Begin your journey with one area of operation making the pledge, and consult with an expert on how to analyze that opportunity and it's fit within your business operations.


Third, be consistent with your messaging.

This movement is about both purpose, and profit. Once you find your cause and areas within your business that can afford a sustainability pledge, make sure the messaging of this is consistent, accurate and truthful across all of your marketing efforts.


Fourth, understand and add value.

Actually designating yourself as social, you must be able to communicate to your intended audience in a way that provides value to them. Make it mean something. Give hem something to admire your for, or a reason to shop with you. After that, make it easy for hem to make the switch from their previous 'purchaser' in your sector. 


And last, research becoming a certified B-corp.

Lastly, when you've identified your avenue and remained consistent with your message, seek professional help or guidance in becoming a certified B-corp, the nation's largest designation for socially responsible companies.


When you are fully able to align with your target market with your own sustainability initiative, you will be addressing their wants, needs, and increasing your customer loyalty...and bottom line.

Welliance is a consultancy and advisor for founders and start ups in the wellness industry helping them grow and stay relevant in today's most dynamic marketplace. To get your free report on the top ways to skyrocket your wellness business revenue in 2020, CLICK HERE!



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