The Next Gen Is Coming and Do They Have a Weird Story
The Gen Zers’ lives are a mess: Graduations canceled, jobs delayed, internships withdrawn, virtual proms, parties no more. There is worry and stress impacting our next gen ages 13-25. 
What do they want from brands going forward? The truth.
Colleges and retailers need to realize that Gen Z is different and messaging must be different to reach this next gen. According to a survey by DoSomething, brands should not gloss over these troublesome times and not offer disingenuous statements.
Here are some of the research findings as reported in AdWeek:
- 47% want uplifting stories
- 55% want information about how a brand helped local communities impacted by COVID-19
- 59% want information on how brands are keeping employees safe
- 88% of Gen Z believe brands should be communicating about COVID-19
- 74% trust sincerity
- 59% want profits donated to relief efforts
- 56% want brands to provide consumers with resources to help them make a difference on their own
Mark Mathis
Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle. After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant. He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.” Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.” One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College. Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board. Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.
