Why Brands Need to Adapt to Stay Relevant

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Are you tired of brands trying to appeal to Gen Z and millennials with outdated tactics? It's like watching your grandma dabbing at Thanksgiving dinner. With these two generations comprising a massive chunk of the consumer market, companies must get creative to capture their attention. In this blog post, we'll take a look at the challenges faced by some brands, including Campbell's Soup and Cadillac, in reaching the under-35 market and what they're doing to change that. So put down your avocado toast, and let's dive in.

According to a report by Accenture, millennials and Gen Z will make up 60% of the global workforce by 2025. As these generations gain purchasing power, their preferences and values will significantly impact the brands they choose to support. Therefore, companies have to understand this audience's preferences and market accordingly.

Campbell's Soup is one example of a brand that has struggled to connect with the younger demographic. The company has previously relied on traditional marketing methods, such as television commercials and print ads, to reach its target audience. However, these methods are less effective with younger generations, who spend more time on social media and streaming platforms.

In response to this challenge, Campbell's Soup has revamped its marketing strategy to focus on social media and influencer partnerships. For instance, the brand launched a TikTok campaign called "We Gotchu," featuring popular influencers and their unique ways of incorporating Campbell's products into their meals. The campaign yielded over 1.6 billion views and helped the brand connect with a younger audience.

Cadillac is another brand that has faced challenges reaching the under-35 demographic. Historically known as a luxury car brand popular among baby boomers, Cadillac has struggled to shake off this image and appeal to younger generations. According to a 2019 report by Edmunds, the average age of a Cadillac buyer was 62, significantly higher than other luxury car brands like BMW and Mercedes-Benz.

Cadillac has invested heavily in digital marketing and experiential events to appeal to younger buyers to combat this challenge. In 2019, the company launched its "Cadillac Live" program, which offers virtual tours of its vehicles and personalized consultations with product specialists. The program allows customers to explore Cadillac's lineup without leaving their homes, a crucial feature in a pandemic-stricken world.

In addition, Cadillac has also focused on sustainability and environmental initiatives to appeal to younger consumers. The brand has pledged to offer only electric vehicles by 2030 and has partnered with organizations like the Ocean Conservancy to promote sustainability efforts. By aligning with causes important to younger generations, Cadillac hopes to gain their loyalty and market share.

However, reaching the under-35 requires more than a revamped marketing strategy or a sustainability pledge. It requires a genuine understanding of their preferences and values. This demographic values authenticity, social responsibility, and personalization, and brands that fail to deliver on these aspects risk being seen as inauthentic or out of touch.

In summary, the under-35 market is a crucial demographic for brands to connect with. Companies like Campbell's Soup and Cadillac have faced challenges in reaching this audience. Still, by revamping their marketing strategies and aligning with younger generations' values, they have made strides in gaining their loyalty. However, to succeed in this market, brands must be authentic and genuinely understand the preferences and values of the under-35 demographic.

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Our podcast, Brand2Brand: The Marketing Show, digs deeper with “<a href="https://stirlingbrandworks.com/insights/2023/05/24/campbells-vs-cadillac-brand-evolution-to-reach-younger-audiences/">Campbell’s vs. Cadillac: Brand Evolution for Younger Audiences</a>.”

Selling to the Next Generation