Even If Expensive, Buying Products from ESG Companies... Unique Marketing Draws Attention

Facing a challenging economic environment marked by high inflation, high interest rates, and economic recession, the distribution industry is making bold moves with diverse content to differentiate itself. While the older generation tends to leave reviews or opinions after purchasing a product without actively spreading the word, the MZ generation (Millennials + Generation Z) naturally shares their consumption experiences through SNS as part of their daily lives. Emerging as a consumption trend among the MZ generation is ‘value consumption.’

Value consumption refers to a consumption behavior that expresses one’s values by only purchasing goods and services that satisfy the values they pursue. This includes meaning-out, which reflects one’s beliefs through consumption; good consumption, which involves buying products from ethical companies; and greensumerism, which focuses on eco-friendly consumption. In particular, ‘good consumption,’ where consumers pay attention to the positive social actions of companies and align the company’s ideology with their own values when making purchases, is having a significant impact on corporate management and marketing.

According to the distribution industry on the 24th, Burt’s Bees recently donated 3,000 lip balms to children in vulnerable groups as part of the ‘Lip-kku (lip balm decorating, hereafter Lip-kku) Challenge Donation Event.’ The ‘Lip-kku Challenge,’ which concluded its three-week donation event journey on November 15 last year, hit the mark with the preferences of the MZ generation who value individuality, generating much buzz with around 2,000 participants by the end of the event.

More than just a brand issue event, it was planned as content that donates to children in vulnerable groups according to the number of participants, giving meaning that participation alone contributes to good deeds. This approach was evaluated as hitting the tastes of the MZ generation, who emphasize value consumption.

OB Beer hosted the ‘2022 National Startup ESG Pride Contest’ last year to support startups that constantly challenge themselves with dreams of innovation.

Participants freely created content such as videos, short-form clips, and images suitable for their field to introduce ESG activities, and by submitting their entries along with a post on OB Beer’s official Instagram profile link, they had a chance to win a limited-edition OB Beer refrigerator. Alongside this, a consumer participation SNS event was held where users could tag startups they wanted to recommend and leave messages of support in the comments of OB Beer’s Instagram ‘ESG Pride Contest Event’ post.

OB Beer has been actively promoting a culture of light and healthy drinking through various ESG campaigns, including the ‘Smart Choice’ campaign and the ‘Cass 0.0 Parenting Mom and Dad Support Campaign’ to cheer on parents raising children.