Since we last visited Elder Z, the older cohort of Gen Z, COVID-19 upended the established norm and created a new standard. Instead of traveling the world, these 17- to 23-year-olds were left to dream of overseas trips and find adventure online, outdoors and closer to home and to spend time investing in healthy habits and overall wellness.

While brands are always navigating shifting consumer expectations, the bar being set in some areas is a daunting one. One of the latest: The consumer’s desire to find and support brands with Purpose – and willingness to abandon those without. A recent global survey reported that 94% of consumers say it’s important that the companies they engage with have a strong Purpose (and that they’d reward those who do). However, those same consumers also estimated that only 37% of companies have a clear and strong Purpose.

Defining and understanding Generation Z as they venture into making their mark economically on the world is a growing focal point for brands. Studying Gen Zers, born between 1998 and 2013, was a primary focus for Hiebing prior to the COVID-19 pandemic. Our research concentrated on their habits and purchasing power, as well as the most meaningful tactics to reach this cohort.

The marketing industry has become accustomed to aggregated data collected from cookies across multiple platforms to determine target audience’s behaviors, interests and purchasing power. Considerable changes are already being implemented as the era of third-party cookies comes to an end, so marketers must rethink what a cookie-less world means.

TikTok started off as a Gen Z social space to connect and create with trendy dances and funny voiceovers. However, during the COVID-19 outbreak, TikTok gained booming popularity across generations. What began as a “quarantine” type of fad has quickly become a cultural staple and marketing essential.

MADISON, WI—June 15, 2021— The Wisconsin Lottery awarded their Lottery Product Information Advertising Services contract to Hiebing, Madison’s largest marketing agency, beginning July 1. Hiebing is proud to partner with Wisconsin Lottery to drive their responsible gaming advertising initiative as well as creative media planning and buying, sports advertising and sponsorship and more. All this work aims to achieve the greatest possible property tax relief for Wisconsin homeowners.

Culver’s Pretzel Bites made their mark the moment they appeared as a limited-time menu item, quickly becoming a fan favorite. Beyond the impressive year-over-year sales increases, there was also a constant outpouring of love for these crispy, salty, dunk-able snacks whenever they were on the menu, as well as when they weren’t.

2020 will go down in history for a lot of reasons – some we’ll want to remember, most we’ll want to forget. But in a year unlike any other, our clients made it possible for us to continue a four-decade streak of giving back to our communities. Our agency was privileged to produce results-driving work for 10 difference-making organizations, and we wanted to share some of the inspiration with you.

As grassroots movements for racial and social justice swept the nation in 2020, individuals and organizations alike were forced to have tough, long-overdue conversations about systemic racism. We at Hiebing were no different.

For most of the decade, millennials guided restaurant trends, with avocado toast and artisanal coffee becoming staples of their generational diet. But as Gen Z ages and their appetites evolve, brands need to be looking ahead at what influences these future mealtime champions.

There’s an adage that says those who don’t look ahead remain behind. Looking to the future and planning for it is what makes it possible to seize great opportunities, especially in the realms of marketing and finance, which, as it turns out, are intricately linked.

Our agency recently conducted nationwide research to learn more about Elder Z, the upper half of Gen Z (ages 16-22, born 1998-2004). We chose to do this for a couple of reasons: 1) This group is quickly gaining momentum and becoming a force in the marketplace, and 2) We know so little about them compared to their generational predecessors, the millennials.