Home appliance companies are trying to reach Gen Z and Millennials—even if they don’t have homes yet. Building awareness with the next generation is essential as “they’re going to reach a point in their life where they’ve got their own home,” as one analyst explains, and in their pursuit of Gen Z and Millennials, appliance brands are trying a slew of tactics. An ad for LG’s cordless vacuums uses Phil Collins’ hit In The Air Tonight in an effort to appeal to their love of retro hits. Electrolux is creating marketing around “values and brand purpose.” Meanwhile, Whirlpool, and their KitchenAid and Maytag brands, are focusing on social media how-tos, user generated content, and cleaning influencers who are popular for their short aesthetic / ASMR videos on #CleanTok. YPulse’s Shopping for the Home report data shows 32% of 13-39-year-olds plan to buy appliances in the next year. (AdAge)
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