PSFK conference speaker Aria Finger of DoSomething.org explains how to connect with a generation that is eager to make positive change—a thread we'll pick up next week at CXI 2018

The coveted Gen Z audience was illuminated when Aria Finger, CEO of the youth-driven community action platform DoSomething.org, spoke at our conference last year. At CXI 2018 this month, we’ll hear from Aria’s colleague Meredith Ferguson, who is managing director of DoSomething’s strategy branch TMI. Aria summed up the call to action succinctly in an interview with PSFK: “Young people are the best, and the most eager to make positive change. If you don’t have a strategy for reaching Gen Z, you’re probably not doing your job.”

PSFK’s recent research on the Gen Z consumer aligns with this perspective. 94% of Gen Z believe companies should help address social and environmental issues, and one third of Gen Z respondents to a PSFK survey identified purpose as a brand’s most important trait. But it’s important to remember that this savvy generation can’t be fooled, and heed Aria’s advice:

“Young people can spot fake purpose-driven marketing a mile away. I tell all of DoSomething’s partners and TMI’s clients to be honest. Be honest about your goals, what you’ve accomplished and what’s driving your commitment to impact. Young people don’t expect perfection, but they do expect honesty. So along those lines—if you mess up, apologize.

The other advice I share is actually painted on a wall at our office: Fight For the User. Marketers too often think about what they need young people to do, instead of thinking about what they want. We try to make all of our decisions from the perspective of, ‘How will this benefit our user?'”

Watch Aria’s talk below, and get your tickets now to continue the conversation with Meredith next Friday, May 18!

Hear from DoSomething’s Meredith Ferguson and other pioneering speakers at CXI 2018 on May 18 in New York City—details and tickets available here.

The coveted Gen Z audience was illuminated when Aria Finger, CEO of the youth-driven community action platform DoSomething.org, spoke at our conference last year. At CXI 2018 this month, we’ll hear from Aria’s colleague Meredith Ferguson, who is managing director of DoSomething’s strategy branch TMI. Aria summed up the call to action succinctly in an interview with PSFK: “Young people are the best, and the most eager to make positive change. If you don’t have a strategy for reaching Gen Z, you’re probably not doing your job.”