1、 ESGMarketingAngle of view: the change of the values of Generation Z youth
Recently, what is ESG marketing that has been hotly discussed by the brand?
ESG is the abbreviation of Environment, Society and Governance. It is a concept used by investors to measure the non-financial value creation and sustainability of enterprises.Regis once mentioned that brands need to tap "new energy sources... to re awaken the young and affluent market".
In this view, if Generation Z is a new market, ESG may be a new energy source.
The recently popular "leftovers" blind box is an ESG marketing based on small events. Let's find out.
2、 What is the "leftovers" blind box?
Everything can be put in a blind box. Now, the goods that can't be sold in bakeries and light food restaurants have new places.It will be put into the blind box at the end of business and sold at 1/3 or even 1/4 of the original price.This kind of commodity has a unified name - the blind box of leftovers.
The "leftover blind box" originated from the foreign platform Too Good To Go, and with the help of relevant localization platforms, it entered the vision of Chinese young people.In pilot cities such as Beijing, Shanghai and Guangzhou, Chengdu, Chongqing and Changsha, many people have tasted the benefits of "leftover blind boxes", and even stopped early every day to "grab" the limited number of blind boxes.It is reported that blind boxes are very popular, and supply often exceeds demand.
It can be seen from the user portraits in the blind boxes of leftovers, a popular topic among thousands of melons, that the main audience group of this kind of blind boxes is young people, and the daily focus is mainly on food.
Figure | Thousand melon data
3、 Why is the "leftovers" blind box popular among young people?
With regard to the popularity of the blind boxes of leftovers among young people, the author combines the data of thousands of melons popular notes to draw the following conclusion:
1. Enjoy the surprise of removing the blind box+the fun of saving money
2. New attempt of environmental protection to help reduce food waste (young people+sustainable consumption)
Figure | Little Red Book
The popularity of blind boxes of leftovers shows that saving money is shameful and useful for young people, and it is also a new attempt of environmental protection.It can be predicted that the popularization of environmental protection concepts and green consumption will increasingly affect consumer decision-making.
For the brand side, it is not difficult to find that the form of expression and communication concept of the leftover blind box just hit the core of ESG marketing, and maximize the needs of young groups in the face of the current consumption trend becoming more rational.In fact, many brands are already in action:
1. Three and a half meals - return flight plan
Figure | Little Red Book
2. Praia: focus on sustainable development in the production and research stage
With the continuous expansion of the market, the marine ecological pollution caused by sunscreen, such as coral reef bleaching, has attracted the attention of various brands, which are paying more and more attention to the harm of sunscreen to the environment.Brands with a certain market share, such as ANA, MISTINE, YISIDING, NATURE, RUNBAYAN, PERLAYA, have taken relevant actions to practice the ESG concept.
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