SEPTEMBER - 20238IN MY OPINIONWith Gen Zers (born 1996­2012) entering into adulthood, Millennials & Gen Zers will make up half of Asia Pacific consumers by 2025. As these young people purchasing power, market size, and family influence increase, it is vital for marketers to make brands relevant to them, particularly old or sunsetting brands.Making brands relevant to young people can be a challenging task, but it's possible with the right approach. Here are some thoughts on how to make an old brand relevant to these cohorts:Understand your target audience: First, you need to understand what young people are interested in. Conduct market research to identify their needs, preferences, and behavior. In a broad conclusion, young people rely on social media but are thoughtful about how they engage with it. They want it all--and are used to getting it.They prefer brands that show their personality and uniqueness but that are also well known enough to be recognized. They are greatly influenced in their brand selection by video content. They want to be seen as environmentally conscious, but they often don't want to pay for this.Rebranding: Consider rebranding the product to make it more modern and appealing FROM OLD AND OUTDATED TO NEW AND INNOVATIVE: THE RELAUNCH OF SUNSETTING BRANDBY MAY TAN, SENIOR MARKETING MANAGER, CO-RO May Tan
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