Demanding Millennials Buy Into Brands That Authentically Embody Their Values

As visionary as he was, it’s unlikely Levi Strauss could have foreseen the impact he would have on the apparel industry – and pop culture – when he patented the process of riveting denim pants. And though his global contribution would have been hard to imagine then, he was certain of one thing: innovation and responsible corporate citizenship would be the bedrock of Levi Strauss & Co.’s success. Happily, a vision that made sense to one man more than 160 years ago resonates soundly with today’s largest generation of consumers, the Millennials, whose tastes and expectations will define consumer culture in America@250.

The Levi’s 501, the first blue jean, launched what has become the most democratic piece of apparel in history. Across generations, cultural movements and geographies, Levi’s jeans have been worn by pioneering men and women. They have come to symbolize freedom and authentic self-expression, contributing to a cultural narrative much bigger than us as they are adopted, styled and loved by each new generation.

Guided by Levi Strauss’ blueprint for success, LS&Co. continues to create iconic apparel, making the classic fresh and relevant through thoughtful design and responsible production. As a 162-year-old startup, we’re hungrier than ever – obsessed with creating the best denim products on the planet while guided by a “profits through principles” philosophy.

That “second bottom line” focus has always been there, but it’s more impactful today than ever before. Never has a generation been as empowered, inquiring and demanding as Millennials when making purchasing decisions. To succeed going forward, companies must understand how to engage this unique generation, give them a platform for direct conversation, and treat them like the influencers they have become. Offering great product is not enough. Millennial shoppers expect to buy into a brand experience – one that authentically embodies their own values.

By choosing the iconic and enduring over trendy and cheap, Millennials are driving a return to substance. Some have said that this generation cares more about a company’s motivations than its products. I may not go that far, but I do hear all the time from Millennials who are deeply interested in how our products are made, how we treat the people who make them, and what we do for the communities where we operate. As the company that pioneered many global production standards and that continues to push the boundaries of sustainable design, our jeans are the antithesis of fast fashion. And looking ahead to America@250, when Millennials will be the key decision makers, we are finding that we are again one of the most beloved items in a generation’s closets.

So to those startups working on the next game-changer, and to our longstanding peers balancing heritage with their latest ideas, I’d advise to never sideline your core values or compromise what makes your brand unique. In America@250, the correlation between good corporate citizenship and financial performance will be stronger than ever. At Levi Strauss & Co., we know this “second bottom line” is central to gaining the hard-earned trust of the next generation of informed consumers.

Originally published for America@250 special report on www.americat250.com