Paige Finn DohertyFounding Partner, Behind Genius · Founding Partner at Behind Genius Ventures

bringing your vision of how the world should work to life

27 Jul 2023 · 1 min

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In this segment of the YouTube video “bringing your vision of how the world should work to life,” the speaker argues that Gen Z is less interested in profit‑centric messaging and more attracted to brands that champion a clear mission aligned with their social‑justice values. The speaker critiques the reductive label of “social‑justice warrior,” suggesting it distracts from Gen Z’s genuine desire for companies to act on convictions. Using Ben & Jerry’s as a case study, the speaker illustrates how a legacy brand can earn strong Gen Z affinity by foregrounding its values and allowing those values to shape business decisions, thereby embodying the vision of how the world should work.

Chapters

I.e., like Gen Z being labeled as social justice warriors. And I think this commentary is somewhat distracted from the original intent. And what really matters to Gen Z is that the business is pursuing a mission that's important to them. It's not just about the bottom line. It's about bringing your vision of how the world should work to life. I think Gen Z feeds off the magnetism of brands that have the confidence of their convictions. So I think a couple of really great examples First is Ben& Jerry's. So despite being a legacy brand, Ben& Jerry's has fostered strong affinity in the Gen Z market by leading with their values and allowing those values to inform how they do business.