e4m & Lodestar UM podcast: Brands, get your 'core promise right' to appeal to GenZ
In the second episode of the podcast, Aditi Mishra, CEO, Lodestar UM, and Kulanath Kaushik from Lodestar UM’s strategy team say why brands should be dynamic, agile and authentic to keep pace with GenZ
e4m has collaborated with Lodestar UM, one of India’s leading media agencies and a part of the Mediabrands India network, to create “Generational Zeitgeist” – a six-part Podcast Series that peaks into Indian Gen Zers’ mindset.
Based on multiple sources of learning including a three-part pan-India study with 1100+ GenZ respondents, Generational Zeitgeist podcast series covers a wide range of topics.
Each episode is a conversation between Aditi Mishra, CEO, Lodestar UM, and Kulanath Kaushik, one of the contributors to the study from Lodestar UM’s strategy team.
About second episode
Aditi Mishra and Kulanath Kaushik discuss how GenZs interact with Brands and therefore how Brands should interact with GenZs.
They talk about 'Growth of Modern Brands' amongst the GenZ and how it is important for Brands to 'Enable Experiences'. How it is important for the Brands to have 'Dynamism & Agility', be 'Authentic & Transparent' and get the Brand's 'Core Promise Right'.
“The GenZs value authenticity and purpose-driven brands that deliver on their core promise, enabling them to sail through tough times. Brands that are adaptable, agile, and keep pace with the dynamic and fast-moving GenZs can create a pull,” says Mishra.
She further noted, “The pandemic presented an excellent opportunity for brands to demonstrate agility by pivoting to new services, as exemplified by Zomato/Swiggy's entry into grocery delivery and Amazon Prime Video's introduction of Watch Party. Thus, brands should empower GenZs to be part of their progression by being dynamic and agile.”
