In today’s competitive business landscape, reaching and engaging with a new generation of consumers is a challenge that every brand faces.
In this post, we discuss why PR is a great tool for influencing this tech-savvy and socially conscious audience.
Understanding the new generation of consumers
Before delving into the role of PR, it’s important to first understand what distinguishes the new generation of consumers from the previous ones.
To start with, they have grown up constantly surrounded by technology, social media, and instant access to information, which means they’re very tech-savvy. They’re active on digital platforms and enjoy engaging with online content.
In addition to their digital prowess, these consumers are passionate about social causes, such as environmental sustainability, inclusivity, and social justice and they gravitate towards brands that align with these values.
To successfully attract this demographic, authenticity is key. They can easily identify disingenuous marketing tactics and are quick to disengage with brands that don’t seem credible.
They’re more likely to engage with brands who narrate compelling stories and secure organic media coverage, rather than those who rely on sales-focused ads.
How PR can help reach the new generation
Now that we've established that the new generation values credibility and is sceptical about brands who only try to sell them something, it’s no surprise that the statistics show that PR is 90% more successful in influencing consumers than advertising.
PR relies on earned media coverage from a variety of journalists and media outlets and this third-party validation enhances credibility, especially if the coverage comes from high-quality publications.
Storytelling is at the heart of PR and it’s used to introduce brands through authentic editorial coverage, featuring real people and their stories, which humanises the brand and helps make more genuine connections with the audience.
Through media placements, thought leadership articles, and positive news coverage, brands can position themselves as industry experts in their respective fields which increases their authority.
PR professionals can also help businesses demonstrate their values and corporate social responsibility efforts, creating a positive image that resonates with this socially conscious audience.
Given that the new generation spends a significant amount of time on digital platforms, the brand’s online presence is more important than ever.
If you’re aiming to target the new generation of consumers then a well-thought-out PR campaign should be a fundamental part of your marketing efforts.
Reaching this audience requires a tailored approach that acknowledges their unique values and preferences, creates trust and credibility, and uses the powers of PR such as storytelling, securing organic media and link building.
To find out how we can help your business reach new audiences, get in touch.