Marijuana Business Magazine February 2019

For example, Nike’s “believe in something, even if it means sacrificing everything” campaign tapped into cause marketing for social justice and had an authentic connection to the athletic brand. Another example: The shoe brand Toms has a one-for-one campaign. For every pair of shoes consumers buy, Toms donates one pair to someone in need. Seventy-three percent of millennials are willing to pay more for products and services from companies dedicated to social and environmental change, DiBlasi said. Influencer marketing—typically done by a popular social media personality with large followings on Instagram or YouTube—also wins big with millennials, DiBlasi added. Fifty-eight percent of millennials like ads more when they feature one of their favorite digital stars, she said. And some that don’t: Cynical, negative or angry messages won’t resonate, Underwood said. A traditional celebrity endorsement strategy isn’t likely to be effective with this age group, West said. When celebrities lend their names to a line of products, it falls short because it lacks an authentic sense of involvement with the brand, she added. Pepsi’s “Live for Now” campaign with Kendall Jenner failed because it was tone deaf toward communities and social injustice, DiBlasi said. GENERATION X What matters to them: Gen Xers are skeptical—and borderline cynical—about marketing and brand messaging, and they prefer evidence-based materials, West said. They also value transparency, she noted. Gen Xers put family first, Underwood said, and they value self-reliance or indi- vidualism, DiBlasi and Underwood said. Men who are Gen Xers are often “searching” for something and seeking to define their masculinity, while women are “surging” and celebrating their inde- pendence, Underwood said. Gen Xers are also nostalgic for their childhoods, DiBlasi and West said. It’s important to note that members of this group are adjusting to legal canna- bis consumption after being inundated with anti-marijuana propaganda in their childhoods, West added. How to reach them: They’re avid Facebook users and they want to verify advertising claims with many sources, West said. They rely on mainstream media—television, radio, print—for information, too, she noted. Generation X also uses Twitter as a primary content-sharing platform and email marketing is a successful tool, DiBlasi said. They take advantage of coupon or discount offers. Direct mail can work, too, DiBlasi said. Eighty-six percent of Gen Xers collect their mail every day, and 68% use coupons they receive in the mail, she added. Messages and strategies that resonate: Think about #ThrowbackThursday and #FlashbackFriday campaigns for Gen Xers because it resonates with their nostalgia, DiBlasi said. Last year, Google produced a “Home Alone” holiday ad that featured Macaulay Nike's campaign with political activist and former San Francisco 49ers quarterback Colin Kaepernick is an example of cause marketing that resonates with millennials. Courtesy Photo