NOT MY PARENTS’ BRAND!
Ninad Karpe
Founder & Partner at 100X.VC | Early stage startup investor using iSAFE notes
Is Gen Z (born between 1997-2012) discovering new brands that cater directly to their tastes and preferences? Are they moving away from brands that older generations were fiercely loyal to? In the bustling D2C (Direct-to-Consumer) space, are Gen Z consumers finally asserting their independence by making their own brand choices? Are D2C brands offering something fresh and exciting to Gen Z consumers?
The answer to all these questions is a resounding “Yes”. These emerging brands, often referred to as “Not My Parents’ Brands”, are shaking up sectors from fashion to beverages, healthcare to home furnishings, footwear to luggage. Brands like Atomberg, Neemans, Mokbara, and Perfora have rapidly gained traction among Gen Z, experiencing swift success by targeting this demographic with precision.
Gen Z lacks the emotional attachment to older, established brands that the previous generations had. Traditional brands no longer resonate with them. Immersed in the digital media, Gen Z consumes content through platforms like YouTube, Instagram, and Facebook. They are open to experimenting with new brands that are innovative and aesthetically pleasing. For Gen Z, it’s not just about buying a product; it’s about experiencing a brand. They are also highly conscious of environmental issues. For instance, the rapid rise of the lab-grown diamond industry reflects Gen Z's shift away from mined diamonds due to their significant environmental and humanitarian costs.?
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So, is this trend just a minor shift, or is it a burgeoning movement? What can traditional brands do to stay relevant??
Gen Z consumers are finally getting what they want – fresh, cool brands that cater specifically to their needs. These new brands are emerging across all sectors, and with targeted marketing, they can create a significant impact in the market, potentially becoming dominant players. Traditional brands face a substantial challenge. They need to balance catering to their existing loyal, older customer base while also appealing to Gen Z. This requires a delicate balance of innovation and tradition.
“Not My Parents’ Brands” is not a fleeting trend. It is a disruptive force that is set to gather momentum and reshape markets as it progresses. Traditional brands must adapt quickly, embracing digital transformation and sustainability, and offering unique brand experiences to capture the hearts of Gen Z.
Retail & E-commerce CXO | Intrapreneur | Advisor | Fractional CXO
6 个月Good points, Ninad Karpe. Interestingly, the example of lab-grown diamonds also underlines the need that what is good for the planet, must also be good for the pocket. While there is certainly a lot of awareness of sustainable choices & conscious consumption, there will be a large "say-pay" gap, unless those options are more affordable.
Digital Transformation| Business Excellence | Change Management| Program and Project Management| Innovation | IT Management |INSEAD| PMP| Change Management Certified|
6 个月The shift primarily is towards "My Influencers Brand"
Building Purpose-Driven D2C Brands | Co-founder at JhaJi Store & Mensch Ventures | Engineer & Social Scientist
6 个月I don't know if this trend is actually true outside of a limited market, for limited period of time. There's good reason to believe that there can be positive brand associations transferred from parent to child. Anecdotally, I hold high opinion of Amul, Reader's Digest among many others primarily due in part to my parents' positive impressions about the brand. In other cases, not my parents' brand can be true. But, I don't know, that seems more in part due to product excellence and positive brand experiences than any compulsion to choose different than my parents. Atomberg Technologies simply has a vastly superior product.
Director @ Venture Capital Vertical | Ex-NTS | Ashoka'27 | Summer @ London School of Economics | IIT Madras '27 | DPS Gr. Noida'22 | Computer Science, Venture Capital, Finance & Data Science
6 个月Thanks for the insights, Ninad Karpe! Gen Z in India, accounting for over a quarter of the nation's population, is reshaping the market with their digital-savvy and value-conscious mindset. They prioritize experiences over ownership, driving sectors like entertainment, travel, and dining. Brands like Neemans and Perfora are thriving by aligning with Gen Z’s values of sustainability and authenticity and with 62% preferring sustainable brands and 73% willing to pay more for transparency (First Insight, 2021; IBM, 2020), it’s clear this generation’s influence will only grow. Exciting times ahead for both new and established brands in India!
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6 个月Amazing read. I’d say Gen Z focuses on the story of the brands and not only the technicalities and usuabilties of the product/service and so ‘brand context’ becomes very important for this segment.