The current MZ generation (Millennials and Generation Z) does not think that being different from others is wrong, nor do they try to hide it. They acknowledge and respect each other's 'differences' and strive to find strengths rather than weaknesses within them. They are very free and proactive in self-expression, and this characteristic appears not only in human relationships but also in the realm of consumption.
When it comes to consumption, the MZ generation tends to pursue 'Meaning Out' consumption, actively expressing their own tastes, political and social beliefs through their purchasing behavior rather than following others. Even if an influencer with hundreds of thousands of followers recommends a product or if everyone around them owns it, they will not add it to their purchase list if the brand does not align with their values or they do not trust it.
As the MZ generation emerges as a new driving force in consumption, brands seeking communication with them are conducting marketing activities that recognize consumer diversity and support their unique lifestyles and confident self-expression. They also strive to build trust with consumers by directly practicing sustainability and fairness that align with their changed values.
▶ Dr.Different, “Taking care of myself according to my own standards” - ‘I’M DIFFERENT Campaign’
The dermocosmetic brand ‘Dr.Different’ is delivering the message to find one’s own unique standards and express individual beauty not only in career and life but also in beauty, through the ongoing ‘I’m Different Campaign’ with Um Jung-hwa, Oh Yoon-ah, Ahn Hyun-mo, and Lee Kyu-hyung, under the campaign slogan “Taking care of myself according to my own standards.” The four models participating in the campaign share their personal beliefs about confident self-expression. As part of the ‘I’m Different Campaign,’ Dr.Different is running the ‘#I’mDifferent Social Contribution Campaign,’ where customers can directly choose one of five selected donation destinations supported by the four models to donate. This campaign is gaining positive responses from consumers who pursue value consumption, as it allows easy participation in social contribution activities simply by purchasing products.
▶ Hyundai Motor Company, “IONIQ moving the world in a sustainable way” - ‘BTS X IONIQ Brand Music’
Hyundai Motor Company launched the dedicated electric vehicle brand IONIQ with the campaign ‘IONIQ, in charge of turning the world again,’ and subsequently released the IONIQ brand music in collaboration with global superstar BTS. Through this musical collaboration with BTS, Hyundai aims to secure global recognition for the IONIQ brand and sincerely convey its image as an eco-friendly brand by communicating closely with the MZ generation. Since the release of the Palisade in 2018 through to the Nexo, Hyundai and BTS have continuously delivered messages about Hyundai’s brand vision of eco-friendliness and sustainability through various collaborations.
▶ The North Face, “10.8 million plastic bottles become clothes” - ‘Eco Campaign’
The North Face is presenting environmentally friendly and ethical products with innovative technology and differentiated design. It leads sustainable fashion through genuine efforts across all possible areas including production processes, packaging, and marketing. In particular, it is leading the eco-friendly fashion trend with the ‘Eco Fleece Collection,’ which recycles 10.8 million PET bottles. This season, The North Face introduced the new ‘Eco Nuptse Jacket,’ which adds eco-friendly value by applying recycled materials to the ‘Nuptse Jacket,’ a winter favorite worldwide for over 30 years, known for its excellent functionality and distinctive voluminous heritage design.
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