With the rise in calls for social justice and the need to be seen doing right by customers and society at large, fuelled mainly by millennials and Generation Zers’ strong belief in unveiling the truth behind all things, there emerges a hyper-cognitive generation that scrutinises all actions and inactions of brands.
Describing them as “a hyper-cognitive generation that scrutinises all actions and inactions” might seem like an exaggeration, but it is well deserved when considering how far they have pushed entities to act – demanding improvements where necessary, fully aware that they deserve them.
This line of thought has recently extended to the government and its officials, with the ongoing #ENDSARS protest across Nigerian cities serving as evidence. For days, countless youths have taken to the streets, demanding the end of SARS, the Special Anti-Robbery Squad of the Nigeria Police Force, a rogue police unit originally tasked with preventing and investigating armed robbery but, ironically, responsible for robbing and murdering thousands of Nigerians with state-issued service weapons meant to protect lives and property. Suffice it to say that the #ENDSARS protest is more than just a call to end a rogue police unit; it is a figurative awakening, much like Bruce Banner transforming into the Hulk after long inertia.
Though this awakening did not start today – its signs have been evident since the advent of the internet – technology has acted as a catalyst, providing protesters with an unparalleled level of connectivity to unite and effectively mobilise, unhindered by geographical boundaries or time constraints.
From this protest, we have seen that this generation, unlike preceding ones often accused of docility, is characterised by an active search for truth, collecting and cross-referencing information, which informs their belief that Nigerians deserve better and their willingness to demand more from both the government and brands. We have also witnessed that, at the core of this generation, lies the idea of manifesting individual identity within the collective movement.
For brands, this scrutiny and shift present both a challenge and a striking opportunity. Falling on either side of the conversation depends on how dedicated a brand is to being socially responsible rather than solely focused on profiteering. For these consumers, consumption becomes a means of self-expression – where marketing and business ethics converge to shape their purchasing patterns, which are increasingly anchored in ethical considerations.
The relief for brands is that these consumers now expect them to take a stand on issues that matter to them. The onus is on brands not to be merely politically correct but to engage with issues such as the #ENDSARS protest – topics that their consumers passionately care about. Brands must identify the nuances of these issues and take a definitive stance. However, it is not enough to simply acknowledge these topics; brands must also ensure that their entire stakeholder system, including internal and external parties throughout the value chain, aligns with their position. For this generation of consumers, the distinction between a brand’s ethics and those of its stakeholders is increasingly blurred.
Now more than ever, brands must take a stand for good – or risk being consigned to the dusty archives of history for remaining silent when their customers needed their voice the most.
Note: AI images appeared in this post.
