Iimfuno ezahlukeneyo kwiibrendi kunye nokuzinza kwazo
Kwiminyaka embalwa edlulileyo, ukuzinza kuye kwaba yinto eveleleyo ngenxa yokutshintsha kwemozulu ebonakalayo kunye nemigudu yeFridays for Future movement. Ngoku iye yanempembelelo phantse kuzo zonke iinkalo zobomi yaye inempembelelo enkulu kwindlela esiphila ngayo. Imiceli mngeni kunye namava uluntu oluye lwajongana nawo ngenxa yobhubhane, imfazwe yaseYurophu, ukunyuka kwamaxabiso, kunye neentlekele zendalo ezifana nezo ze-Ahr Valley nazo zibe negalelo kumnqweno wabantu wekamva elikhuselekileyo kunye nendlela yokuphila yokuqonda ngakumbi.
Umbuzo obalulekileyo ngowokuba ingaba lo mnqweno wokuphila ngendlela ezinzileyo uya kuhlala ungumnqweno nje okanye ubangele isenzo kunye notshintsho kwindlela yokuziphatha. Ngexesha lo bhubhani, ukuzimisela kokubandakanyeka kubomi obuzinzileyo kunye nokuchitha imali eninzi kuyo kunyukile, ngakumbi kwisizukulwana esincinci. Nangona kunjalo, ngokutsho kophando lwe-2022 olwenziwa yi-EY-Parthenon, i-51% yabaphenduli ngoku baxhalabile ngokunyuka kweendleko zokuphila ngenxa yokunyuka kwamaxabiso, ukubeka utshintsho lwemozulu kunye nokungcola kwi-back burner. Uphononongo luphinde lwabonisa ukuba i-58% ye-Gen Z ikulungele ukulungelelanisa ukuziphatha kwabo ukuze baphile ubomi obuninzi bokusingqongileyo, kodwa okuthakazelisayo, le pesenti igqithwe yi-Baby Boomers kwi-72%. Esi siphumo sibangela umdla sifanelekile ukuba siqwalaselwe ngokusondeleyo ngokujonga izizukulwana ezahlukeneyo.
Izizukulwana xa kuthelekiswa
Asikwazi kwaye akufuneki sinciphise abantu kunyaka wabo wokuzalwa kunye neengcamango. Nangona kunjalo, kunokuba luncedo ukuthatha indlela eqhelekileyo yokuqonda izizukulwana ezahlukeneyo.
Nangona kukho ingxoxo eninzi malunga "nesizukulwana sokugqibela" esisoyikela ikamva kwaye sithatha amanyathelo aqatha, kufuneka sicinge nabo bakhulela emthunzini weMfazwe Yomlomo, i-dieback yamahlathi, i-Chernobyl, umngxuma we-ozone, imilambo engcolileyo, kwaye singabalibali abantu baseMpuma Jamani ekwafuneka bafumane indlela yabo kwinkqubo entsha ngokupheleleyo emva kokuhlanganiswa kweJamani ngenxa yokuba ilizwe lalingasekho. Isizukulwana ngasinye sinembali yaso eyodwa kunye nemilinganiselo ekungamelanga ukuba yenziwe ngokubanzi ngokubanzi.
Nangona kunjalo, amava ahlukeneyo akhokelela kwiimfuno ezahlukeneyo zeempawu kunye nezenzo zozinzo, ezithi, nazo, zibe nefuthe kwindlela yokuziphatha yabathengi.
I-Baby Boomers, eyazalwa phakathi kwe-1946 kunye ne-1964, ibone utshintsho olubalulekileyo lwentlalo kunye nenkcubeko. Bahlala bengabathengi abathembekileyo abakhetha iimpawu zemveli abazaziyo kwaye bathembe. Esi sizukulwana sixabisa isakhiwo kunye nokuzinza kwaye ngokubanzi siyathandabuza ukwamkela utshintsho. Bawubeka phambili umgangatho kwaye banokuvuma ukuhlawula ngakumbi iimveliso ezihlangabezana neemfuno zabo. Ngokuphathelele ukuzinza, bakhetha iibrendi ezithembekileyo, ezithembekileyo, kunye nendalo engqongileyo kwiinkqubo zabo zemveliso.
Ngokutsho kophando "Ukubumba ikamva kunye" yi-Prognos Institute kunye ne-Kantar Public, ama-baby boomers azinzile ngakumbi ekuziphatheni kwabo xa kuthelekiswa no-Gen Z. Uphononongo lufumene ukuba i-81% ye-baby boomers ichitha ukutya okuncinci, amanzi, kunye namandla kwaye iphephe iingxowa zeplastiki ukunciphisa inkunkuma. Ukongeza, iipesenti ezingama-49 zihamba ngeenqwelo moya zokusingqongileyo. Oku konakala kubalelwa kwimbali yabo yobuqu kunye nobuntwana babo kunye nolutsha olungabonakaliswa ngobuninzi.
I-Gen X, owazalwa phakathi kwe-1965 kunye ne-1979, ichazwa njengepragmatic kunye nokuzimela. Ekubeni bekhule ngexesha lezidubedube kwezentlalo nezoqoqosho, babhetyebhetye yaye bazimele geqe. Ngenxa yeemeko zabo zangaphandle, badla ngokubona utshintsho njengamathuba. Ngelixa i-brand-conscious encinci kune-baby boomers, bahlala benyanisekile kwiimpawu zabo abazithandayo. Umgangatho ngowona mba ubalulekileyo, kwaye basenokukulungela ukuhlawula ngakumbi iimveliso ezihlangabezana neemfuno zabo. I-Gen X iqwalasela impembelelo yokusingqongileyo yeemveliso kwaye ikhetha iibrendi ezichaza iinjongo zabo zozinzo.
I-Millennials, okanye i-Gen Y, eyazalwa phakathi kwe-1980 kunye ne-1995, ngabantu bomthonyama bedijithali kwaye bazithembile kwihlabathi ledijithali. Bakhetha iimpawu ezizibophelele ekuzinzeni kwezentlalo kunye nokusingqongileyo. Ibhalansi yobomi bomsebenzi ibaluleke kakhulu kubo, ngokungafaniyo nezizukulwana ezindala. Bakwaxabisa amava omthengi we-omnichannel engenamthungo kwaye bathanda iibrendi ezisebenzisa imidiya yoluntu kunye namajelo edijithali ngokufanelekileyo. I-Gen Y ixabisa ukuguquguquka kunye nokuzenzela, inesitayela esikhululekile somsebenzi kwaye ikhuthaza utshintsho, olujonga njengokuphucula. Bayi-tech-savvy kwaye bakhetha unxibelelwano ngokusebenzisa imidiya yoluntu kunye namaqonga e-intanethi. Ukwahlukana kunye nokubandakanywa zizinto ezixabisekileyo ezibalulekileyo, kwaye zihlala zixhasa izizathu zobulungisa boluntu. UGen Z, owazalwa phakathi kuka-1995 kunye no-2012, wabelana ngezi mpawu ezininzi.
Uphando olwenziwe nguMcKinsey kunye neNkampani ngo-2021 lubonise ukuba i-75% yabathengi beGen Z bakhetha amava omntu kunye namava ebrand. Ukukhula kwihlabathi lezobuchwepheshe elikhawulezayo kunye neendaba zoluntu kwiminwe yabo kuye kwaphumela kuhlobo olutsha lokuziphatha kwabathengi olwahluke kakhulu kwizizukulwana zangaphambili. Ngokophononongo olwenziwa yi-ECC Cologne ngo-2022, "IiMfuno zexesha elizayo zeGeneration Z", abathengi kwesi sizukulwana banomnqweno wokusetyenziswa okuzinzileyo, kodwa ngaphandle kokwenza imibingelelo ebalulekileyo. Olu lucelomngeni olufuna ukufezekiswa kwaye lusoloko luloyisa eli qela. Izinto ezithengiweyo zikholisa ukwenzeka ngokuzenzekelayo kwindawo yokuthengisa, kwaye ixabiso lihlala lihamba phambili kunozinzo, ngaphandle kwamaxabiso azo. I-Gen Z ixabisa ubulungisa bentlalo kunye nokuzinza kwaye ithatha utshintsho njengendalo. Njengabemi bomthonyama bedijithali, bathenga ngeendlela ezininzi kwaye bakhetha iibrendi ezinikezela ngamava omntu kwaye babelane ngexabiso labo. Iimpawu ezizibophelele kwimiba yentlalo kunye nokusingqongileyo, ziselubala, kwaye zithatha amanyathelo asebenzayo ukunciphisa impembelelo yazo kwimo engqongileyo zikhethwa kakhulu. Ngokutsho kophando olwenziwa yiPrognos Institute ngokubambisana neKantar Public, i-62% yabathengi be-Gen Z baqwalasela ukunciphisa inkunkuma yokutya, ngelixa i-34% igwema ukuhamba emoyeni. Nangona kunjalo, la manani asezantsi kakhulu kunalawo e-baby boomers, ecebisa ukuba i-Gen Z ichonge kwaye iphakamise iinkxalabo kodwa ifuna inkxaso ekujonganeni nayo okanye ilindele uncedo kwizizukulwana ezindala. Nangona kukho iyantlukwano kumaxabiso kunye nolindelo lozinzo olusuka kwiibrendi, umthengi ngamnye kwisizukulwana uyahluka ngokwahlukeneyo. Ukuzimisela ukutshintsha kukho kwizizukulwana ngezizukulwana, kodwa abathengi abafuni kuchitha ngaphezulu ngenxa yokunyuka kweendleko zokuphila. Abathengi abanqwenela ukuphila ngokuzinzileyo bajongana nomngeni, kwaye iibrendi zinokudlala indima ebonakalayo ekuncedeni abathengi babo bafezekise iinjongo zabo zozinzo.
Iimfuno zesizukulwana kunye nezinto ezikhethwayo
Ukujolisa ngempumelelo kwizizukulwana ezahlukeneyo, kubalulekile ukuba iinkampani ziqonde iimfuno zazo ezithile kunye nokuziphatha kokuthenga. Ukuqhuba uphando kunokunceda ukuchonga ukuba iqela ngalinye ekujoliswe kulo lixabisa ntoni kwiimveliso, unxibelelwano, ukupakishwa, kunye noyilo.
Ngokomzekelo, ukuba i-baby boomers ibeka phambili ekunciphiseni inkunkuma yokutya, uyilo lokupakisha oluzinzileyo kufuneka luthathele ingqalelo oku. Ukupakishwa kunokulungiswa kwakhona ukuxhasa le njongo, kwaye ukupakishwa okuphinda kusetyenziswe okuvumela ukusetyenziswa okwesibini kunokubhenela kwesi sizukulwana.
Kwelinye icala, uGen Z uxhalabile malunga nemiba yokusingqongileyo efana nokutshintsha kwemozulu kunye nongcoliseko. Bakhetha ukupakishwa okuhambelana nokusingqongileyo kunye noyilo oluncinci, kwaye bavame ukuxhasa iimpawu ezizibophelele ekuzinzeni. Ngenxa yokuba eli qela lenza ukuthenga okuzenzekelayo, umba wozinzo lokupakishwa kunye nophawu kufuneka ukhawuleze kwaye ubonakale ngokulula. Kukwabalulekile ukuba uyilo lokupakisha lunxibelelane ngolwazi olufanelekileyo lokulahlwa ngokucacileyo, ukuze iinjongo zozinzo zizalisekiswe hayi kwindawo yokuthenga kuphela kodwa nangokurisayikilishwa okufanelekileyo.
Ulwazi olongezelelweyo malunga nozinzo lwe-brand luxatyiswe kakhulu ngu-Gen X, okhetha ukuqokelela ulwazi kwi-intanethi kunye ne-intanethi ukuqinisekisa ukuba benza isigqibo esifanelekileyo sokuthenga. Oku kunokufezekiswa ngokusetyenziswa kweekhowudi ze-QR kwipakethe, nangona kubalulekile ukuba ikhonkco elisemva kwekhowudi likhokelela kwiphepha lokufika elichanekileyo. Onke amaqela eminyaka ayayixabisa imveliso enemathiriyeli yokupakisha encitshisiweyo, kunye nezinto ezifuna amandla amancinci kunye nezixhobo zokuvelisa, kwaye zikwazi ukuphinda zisetyenziswe okanye ziboleke.
Ukupakishwa yinxalenye nje yohambo lwabathengi kwaye iibrendi azinakuthembela kuphela ekupakishweni ukunxibelelana neenzame zabo zozinzo. Ukuze ubonise ukungafihli ngakumbi kunye nokubonelela abathengi ngolwazi oluthe kratya, ii-brand zingasebenzisa ezinye iindlela zonxibelelwano ngaphezu kokupakishwa. Isizukulwana sika-Y sixabisa ngokukodwa indlela egqibeleleyo ye-omni-channel kunye nonxibelelwano olunyanisekileyo nolwenyani kuzo zonke iindawo zokuchukumisa ezifanelekileyo kunokuba yindlela efanelekileyo yokuphumelela kweli qela ekujoliswe kulo.
Ukunqanda ukutyholwa ngokuhlanjwa luhlaza, kubalulekile ukuba iibrendi zibonakale elubala malunga namalinge azo azinzo kunye nenkqubela phambili ekuphumezeni. Nokuba yonke inkqubo yabo yemveliso ayikagcineki ngokupheleleyo, kusebalulekile ukubonisa ukuba baluthathela phezulu ukhuseleko lokusingqongileyo kwaye babambelele kwimigangatho yendalo esingqongileyo nentlalontle okanye imigangatho yozinzo efana neFSC okanye iCradle to Cradle. Izatifikethi ezingqina iinzame zabo zokuzinza zinokubonelela elubala kwaye zincede ukwakha ukuthembana kubathengi ababeka phambili iimveliso ezizinzileyo kwaye bafune inkxaso kwiinzame zabo zokwamkela indlela yokuphila ezinzileyo.
Ukuzinza kukuchaphazela njani ukunyaniseka kwabathengi kunye nothando lwebrand?
Uzinzo ngumba obalulekileyo ekwakhiweni nasekunyuseni ukunyaniseka kwabathengi kwibhrendi. Abathengi bale mihla abafuni nje ukuthenga iimveliso; bafuna amava nge-brand abanokuyithemba kwaye bahlale benyanisekile kuyo. Bafuna ubungqina bokuba uphawu abaluthembileyo alwenzi umonakalo kwindalo esingqongileyo kodwa bayayiphucula. Ngokuzibophelela kwiimveliso kunye neenkqubo ezizinzileyo, uphawu lunokwakha ukunyaniseka kwabathengi bexesha elide kwaye lubonise abathengi balo ukuba ukuthembela kwabo kubekwe kakuhle. Kubalulekile ukunxibelelana ngeenzame zozinzo lwe-brand ngokusebenzisa iindawo ezifanelekileyo zokuchukumisa kwaye uphendule nayiphi na imibuzo enxulumene nozinzo abanayo abathengi. Ngale ndlela, abathengi baya kuchonga ngokusondele ngakumbi kunye ne-brand kwaye bakhe unxibelelwano olunamandla ngokweemvakalelo kunye nalo. Ekugqibeleni, ukuzinza kwe-brand kukhokelela ekuthembekeni okuphezulu kwabathengi, ukunyuka kwentengiso, ukomelela kwaneliseka kwabathengi kunye nokukhula okungaphezulu. Ukuqukumbela, uzinzo luyinto ebalulekileyo ekukhuliseni ukunyaniseka kwabathengi kunye nothando lwebrand.
isiphelo
Ngokubanzi, kunokugqitywa ukuba uzinzo ludlala indima ebalulekileyo kwizigqibo zokuthenga zabathengi, kwaye iinkampani ezibonisa ukuzinikela kwazo kuzinzo zinamandla okuphucula imeko yazo yemarike. Nangona kunjalo, kubalulekile ukuqonda iimfuno kunye nokukhetha kwezizukulwana ezahlukeneyo kwaye uziqwalasele kutshintsho lwemveliso, uyilo lokupakisha, kunye nezicwangciso zonxibelelwano.
Sevil Hoppmann, uMlawuli woPhuhliso lweShishini
Phantse iminyaka engama-25 uSevil Hoppmann ebesebenzela kunye nabanini beempawu abaziwa kakhulu kunye nabathengisi eYurophu, ebaxhasa ekwenziweni kweempawu zabo kunye nokufezekisa ubukho bemarike obufanayo kuzo zonke iindawo zohambo lwabathengi. Ukwandiswa kwepotfoliyo yethu kunye nempumelelo yolwaneliseko oluphezulu lwabathengi kubaluleke kakhulu kuye. NjengoMlawuli woPhuhliso lweShishini kwi-SGK, unoxanduva lokunyusa intengiso kwi-Continental Europe.
Umthombo ovela sgkinc.com
Ukuziphendulela: Ulwazi olubekwe ngasentla lunikezelwa ngu-sgkinc.com ngaphandle kwe-Cooig.com. I-Cooig.com ayenzi lumelo kunye neziqinisekiso malunga nomgangatho kunye nokuthembeka komthengisi kunye neemveliso.
