张莉莉：品牌创意要从“技术驱动”转向“场景驱动”

Core Insights - The article discusses the unique consumption characteristics of Generation Z and how brands can effectively engage with this demographic through cultural and emotional connections [1][4][15]. Group 1: Understanding Generation Z - Generation Z is characterized by a strong desire for authenticity and emotional resonance in brand interactions, moving beyond superficial cultural symbols [4][5]. - They exhibit a "cultural ark" mentality, balancing global perspectives with local cultural revival, leading to a pragmatic approach to consumption [15][16]. - The shift in brand perception among Generation Z has transformed brands from distant symbols of authority to interactive communities that require genuine engagement [18][19]. Group 2: Brand Engagement Strategies - Brands must conduct "immersive insights" rather than traditional surveys to understand the deeper emotional needs of Generation Z [13][14]. - Successful digital marketing strategies should connect traditional cultural elements with modern values, creating a dialogue that resonates with the spiritual needs of young consumers [5][12]. - Brands should focus on creating meaningful experiences that allow Generation Z to express their identities and values, rather than merely providing products [20][21]. Group 3: Cultural and Emotional Value - The integration of digital design with traditional crafts can transform niche products into everyday items that resonate with Generation Z's emotional and social needs [20][26]. - Brands should avoid superficial interpretations of environmental art and digital creativity, instead focusing on creating meaningful connections within the youth's daily life [27][29]. - The concept of sustainability should be communicated through tangible experiences that highlight the impact of consumer behavior on the environment [30][32]. Group 4: Future Directions for Brands - Brands should prioritize creating immersive, social, meaningful, and engaging cultural consumption experiences for Generation Z [33]. - Future research should focus on the digital identity construction, narrative penetration in physical spaces, and the degree of participation in value co-creation among young consumers [35].