Generation Z and the importance of ethical values and sustainable development

Marianne Riou

Dear readers,

This week, we focus with curiosity and considerable interest on trends, marketing, Generation Z and KP developments.

First of all, the latest De Beers Diamond Insight report, A new diamond world: bringing trusted brands to new generations in a digital age, confirms the importance of trends that we have been observing for several years now and which the Covid-19 pandemic in particular has helped to accelerate. We will have to embrace trends such as examining the place of brands, trusting relationships and concrete discussion with consumers, and the need to offer new purchasing experiences, both online and in-store, which are integrated with emerging web technologies. And that’s without mentioning the absolute necessity to prove all our ethical and sustainable development claims

This is confirmed by Rob Bates’ article, 11 tips to appeal to Generation Z. This generation, which is particularly scrutinized by marketers worldwide, is very sensitive to the values of its favorite brands and firms. Key words to keep in mind when dealing with this generation, whose members are approximately 10 to 25 years old, include respect, appropriateness, adaptability, creativity and innovation. According to McKinsey International, India, one of the fastest-growing economies in the world today, is home to a fifth of this age group! And according to a FedEx Express survey published in March, these young Indians intend to embrace the phrase the Future is now by capitalizing on technological advances (38%) in the fields of work, education, health and transport along with sustainable development (33%). And for 76% of them, being planet-conscious is key among the perspectives to consider for our future. For their future. Interesting, isn’t it? I’ve put the links directly in this editorial.

Staying on the ethical front, we are reposting several articles on the latest news from the Kimberley Process, which is still struggling (it is not easy when you need to achieve consensus from 85 countries!) to make progress on certification, ethical diamonds and to curb conflict diamonds. More articles will follow, which you can read on the Rubel & Ménasché website, in the Lettre section.

Happy reading and enjoy your week

Source Rubel & Ménasché