What if sustainability could sell a mobile phone?
Google is gaining ground as a challenger in the flagship phone market. However, Gen Z is proving a tough audience to crack. Apple has a stranglehold on the 18-24 age bracket with over 80% ownership. No other brand has comparable dominance in any audience segment.
How do you even begin to tip the scales in that situation?
First, you need to understand the root of that dominance. Google’s market research turned up three surprising main reasons that influenced flagship phone choices for Gen Z–and price and functionality didn’t even make the cut.
‘The brand fits my personal style’
‘Its values resonate with me’
’I’m proud to own the brand’
It was a discovery thatThe research revealed a significant gap in their marketing strategy. As wWhile Google was focused on building the cool factor, they had no cohesive strategy to make a values or ethics-based case. So they asked us to help work out a plan.
Step one
We helped Google define their values–Sustainability, Accessibility, Responsibility and Inclusivity–each one tapping into a key social concern for Gen Z.
Step two
We crafted a tone and messaging approach based on radical honesty, acknowledging issues and pragmatic realities.
Step three
We gave each value its own webpage with a tight narrative explaining Google’s commitment. The pages also acted as a hub for proof points and case studies.
Outcome
Our work gave Google the platform it needed to tell an compelling values-led story that Gen Z could get behind, opening a route into an extremely competitive market.
