How brands are making an impact through partnerships with aid organizations and gaining the trust of Gen Z
Joint white paper by diffferent and Welthungerhilfe "Plan A to Gen Z"
Effective cooperation between companies and NGOs can achieve sustainable change - and win over the demanding Generation Z, provided the focus is credible and value-oriented. Our joint white paper with Welthungerhilfe sheds light on how sustainable partnerships are built and which principles of success play a role in this .
Gen Z has high expectations of companies in terms of sustainable business practices, social commitment and transparent value chains. Greenwashing and a lack of transparency, for example with regard to production conditions, human rights or supply chains, are sometimes publicly punished on social networks. When in doubt, they prefer not to buy a product.
Gen Z makes particularly critical purchasing decisions and is not easy for brands and companies to reach. However, if a brand or company cooperates credibly with an aid organization, Gen Z's trust in the brand's statements on social justice and environmental issues increases by 50%. This was the result of our study.
But how can effective and successful partnerships be built that achieve sustainable change? The white paper has identified three principles for success and provides tips for building collaborations, for example in terms of defining common goals, communication and impact.
Three success principles for building sustainable partnerships:
1. aligned values and goals
Companies and NGOs need a clear overlap and mutual understanding of their values and goals. It is therefore essential to define clear and measurable goals together at the beginning of the collaboration. The expectations of consumers must also be taken into account.
2. transparency and openness
A sustainable partnership requires openness with each other and transparent communication with consumers. Companies must be willing to disclose their business practices and goals, while NGOs should clearly communicate their mission, strategy and way of working. Consumers should be able to clearly recognize the impact.
3. sustainability instead of seasonal (advertising) partnership
Partnerships are more effective when they unfold over a longer period of time, as social and environmental challenges can only rarely be solved over the duration of a seasonal (advertising) partnership.
We are convinced that new growth requires new forms of cooperation and collaboration. In our white paper, you can find out how companies can reach the critical Generation Z, what potential partnerships with aid organizations offer and how successful partnerships work.