Matthew Kelly explains why Gen Z connects with brands differently than older generations. They care about values, ingredients, supply chain transparency, and sustainability. Retrofitting these onto legacy brands like P&G's doesn't work the same way.
The new generation cares about stuff that people didn't care about way back. You know, they care about the values of the brands, they care about look and feel of the brands. They care about what's in the product, they care about the ingredients, the transparency of the supply chain, the sustainability and all that. And the companies like P and G are retrofitting sustainability onto brands that don't have sustainable heritage, but doesn't necessarily fly with the new generation.
