Gen Z and Millennials crave action from brands during the pandemic and it could inspire a new purpose. According to a Dentsu Aegis survey, Gen Z and Millennials appreciate distraction and support from brands, but what they want the most is for them to take action. YPulse’s COVID special report on marketing found that 89% of 13-39-year-olds believe it is necessary for brands to do something to help with Coronavirus. Post-COVID, this could lead to a transformation of more meaningful marketing from brands. While Nike and Dove have been pushing messaging around purpose for years, the pandemic could drive the approach into the mainstream. (Adweek, Marketing Dive, Vogue Business)
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