Brands That Get It is CLLCTVE’s new weekly series highlighting companies that understand Gen Z and millennial audiences. Whether they’re communicating values, serving their communities or simply entertaining audiences, these brands know what it takes to attract and engage consumers who are deeply invested in the brands they buy from.
This week, you can check out our favorite campaigns and initiatives from American Express, Duolingo, Progressive, Patagonia and Levi’s.
American Express proved that they truly value “creating communities,” as opposed to plenty of other companies that don’t always follow up their words with real action. The brand created a collaborative website called OPEN Forum. In this loyalty service, people can view business advice and wisdom from knowledgeable and respectable people in the industry. It’s proven especially helpful to small businesses.
Duolingo has recently been doing an exceptional job reaching a Gen Z and millennial target audience. Its TikTok account is extremely active and comments on what seems like every viral post with a clever joke. Duolingo was never a brand that was at the forefront of people’s minds, but they are actively changing this by perfecting Gen Z comedy.
Check out our deep dive into what makes Duolingo sensational on young consumers’ favorite app.
It seems to be rare to successfully market a company in a humorous way to multiple generations, but Progressive has been doing this seamlessly. They have various ads that show millennials becoming their parents through random acts. These unique commercials relate authentically to users’ experience, stay on people’s minds long after their initial interaction and appeal to a variety of generations as they age.
About a decade ago, Patagonia first ran an ad titled “Don’t Buy This Shirt,” encouraging consumers to not participate in over consumption of material goods. They instead encouraged customers to thrift Patagonia or support them by wearing what they already owned.
Still using this same mission-based messaging, Patagonia uses these unexpected statements to bring attention to a real issue. This creative marketing has earned Patagonia undeniable respect.
A statement from the company describes the philosophy behind the messaging, stating, “It would be hypocritical for us to work for environmental change without encouraging customers to think before they buy.”
Since 1893, Levi’s has been a consistent favorite and household name. This isn’t any coincidence, and can be largely attributed to Levi’s ability to keep in mind what each new generation values.
Levi’s Secondhand works to combat climate change. As a “recommerce site”, it resells used items from the brand. Not only can consumers by these second hand items directly from the brand, they can also earn gift cards by doing so.
Showcasing how mission and profits can be authentically intertwined, this initiative both increases product profitability and benefits a larger movement.