brand perception

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  • Gen-Z and the sober curious future of drinking

    Date: August 21, 2023

    Category: Food & Drinks

    Anywhere anyone looks, there is a “healthy” or “eco” option. In any grocery store, pharmacy, brand’s social media, or product tags, there is specific information dedicated to how “well” something is. The surge of health-centered products becomes undeniable. At first glance, one might assume these products cater primarily to older generations, as age often accompanies an increased focus on health. Yet, a closer look reveals a striking trend: a growing health-conscious movement among the younger generation, who are now reshaping every industry they consume, including beverages and alcoholic drinks. 

    The numbers speak volumes about this newfound emphasis on wellness, and it’s a path that started before them. A 2018 study from the International Food Information Council shows that among millennials, 80% prioritize health and wellness when making dietary decisions, a considerable difference from the 64% of baby boomers. This focus encompasses not only physical health but also extends to emotional and social well-being, all areas that Gen-Z now consider in every action they do.

    A report by the American Psychiatric Association underscores Generation Z’s proclivity for seeking therapeutic interventions: 37% of Gen Z individuals have engaged in treatment or therapy, surpassing figures for Millennials (35%), Gen X (26%), Baby Boomers (22%), and the Silent Generation (15%).

    This shift finds its roots in the core of the Generation Z – a deep commitment to holistic well-being. Every action they take, every purchase they make, it’s oriented towards making their life a better one.  When it comes to alcohol, they are now “sober curious”, but what does this mean, for them and for the alcoholic industry, and what role plays the influencers and content creators?

    What it is to be sober curious

    Within this evolving context, the drinking habits have changed, mirroring Gen Z’s health-oriented mindset. An expanding category of non-alcoholic beverages reflects heightened demand and innovative offerings, with projections indicating a 25% growth between 2022 and 2026, rooted in moderation rather than outright abstention.

    Solène Marchand, head of marketing for Pernod Ricard’s non-alcoholic products, notes that “71% of consumers of these novel non-alcoholic spirits also consume alcoholic spirits.” Here is where the term “sober curious” is born. 

    86% of Gen Z consumers accord equal importance to mental health and physical health in their considerations surrounding alcohol consumption.

    For Gen Z, being “sober curious” encapsulates a heightened awareness of the impact of alcohol on well-being, both physically and mentally. This generation places a premium on holistic health, valuing mental clarity, emotional equilibrium, and physical vitality. The term “sober curious” doesn’t necessarily imply complete abstinence from alcohol, but reflects a conscious decision to question and moderate drinking habits.

    This shift in behavior reverberates across industries, prompting businesses to take note and adapt: from alcohol-free spirits to zero-proof cocktails, the market is responding to this emerging trend by offering products that cater to the “sober curious” demographic; this impacts from new businesses to communication strategies, as highlighted in Samy Alliance’s study about Ready To Drinks beverages forecast in 7 leader markets.

    The role of influencers in the “sober curious” era

    Influencers are key in this matter, since they act as relatable role models, sharing their personal journeys of navigating social scenarios while prioritizing well-being. By openly discussing their “sober curious” choices, influencers demystify the concept, creating a safe space for young adults to explore their own preferences without societal pressures. Also, there has been a huge rise of “wellness” influencers that speak on why a certain lifestyle is the one to follow, and the audiences react to that.

    The presence of influencers normalizes opting for non-alcoholic alternatives, validating Gen Z’s decision to choose moderation or abstention. Whether they’re reviewing alcohol-free spirits, sharing zero-proof cocktail recipes, or recounting their experiences at alcohol-free events, influencers offer tangible examples of how to infuse the “sober curious” mindset into daily life.

    Influencers amplify the conversation surrounding responsible drinking and mental health, especially in an era where they are all trying to have more emotional responsibility with the content they consume and the products they purchase . They engage in candid dialogues about the holistic benefits of embracing a mindful approach, aligning with Gen Z’s emphasis on mental clarity and emotional well-being. This not only resonates with their audience but also prompts industry stakeholders to reevaluate their offerings.

    Peering into the future, projections spotlight Generation Z’s impending ascendancy. By 2030, they are poised to constitute a substantial 30% of the workforce, wielding a cumulative income estimated at $2 trillion. This imminent prominence positions them as a force of unparalleled influence, set to reshape all industries’ landscapes to harmonize with their preferences and needs; even if the low-alcohol beverages face challenges related to prizes, Gen-Z’s purchase power is increasing and they are willing to pay more for products that match better their lifestyle.

    As the alcoholic industry has been put in danger because of the so feared phrase “Gen-Z don’t drink”, the truth is that they actually do, but just do it differently. That’s why adapting to them and their sober curious lifestyle is the best way to be in their life as a good, healthy and empathic option. To do this, brands must understand that all the content they’re adoring from influencers and content creators is orientated to well-being, personal growth and comfort.

    These influencers dedicate themselves and their platforms to promote healthy lifestyle and personal care, so creating new products cannot focus only on saying that the drink is appealing, but to give proper options that match all the Z needs: low-alcohol, low or sugar free, apt for celiacs, eco-friendly, natural flavours… the list is long, but so are the relationships that can be built if things are made right for them. 

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  • Beyond KPIs: Analyzing Brand Perception in Campaigns

    Date: August 4, 2023

    Category: Social Media

    In addition to reviewing the brand’s Key Performance Indicators (KPIs) after the end of a campaign, it is recommended to analyse whether the marketing actions have had an impact on the conversation about brand perception (SOV and sentiment) on digital platforms or whether it has gone unnoticed.

    How do you know if marketing actions are having an impact on brand perception?

    More and more brands want to measure the results of their campaigns and know if they have had a real impact on the audience or if the action has gone unnoticed as a result. Previously, brands used to measure the impact of campaigns thanks to word of mouth, and many now digitised even measure the impact based on the results collected by their social networks, but how do they ensure that marketing actions have had a real impact on the audience, how can they measure if the audience is talking about the campaign, how do they find out if the sentiment generated has been positive or negative, how do they identify if the opinions can be positive or negative, and how do they identify if the opinions can have a positive or negative impact on the campaign?

    It is at this point that Social Intelligence becomes important to justify why we should measure the impact of campaigns beyond the results that are stipulated in internal KPIs. 

    The aim of this article is to explain why it is important to measure the impact of campaigns beyond the internal review of KPIs, i.e. to find out if the campaign has had an impact on user perception using two measurement metrics: conversation volume (SOV) and generated sentiment (positive, neutral or negative).

    What is brand perception and why measure it?

    A user’s impression, opinion or registration of a brand, product or organisation is defined as brand perception. A consumer’s perception can be influenced by previous experiences (beliefs, habits, word of mouth, or tastes) which can sometimes help to favour or disfavour brands, and it is for this very reason that it is recommended to measure the impact that a campaign may have had once the action has ended in order to then measure whether or not the consumer’s perception has changed.

    How can we measure brand perception?

    When measuring consumer perception we are going to take into account two metrics, firstly, the volume of conversation (SOV) because we want to know if users are talking about the brand and to what extent and, secondly, the sentiment of the conversation because we want to know the organic opinion of the consumer (positive, neutral or negative). This data will help us to know the perception that users have of the brand by comparing these results in two different time periods: pre- and post-campaign. In this way, knowing the situation of the brand before and after the action, it is possible to corroborate whether the marketing actions have had any impact or repercussion on the conversation. 

    What does the Social Listening process consist of and how can it help to understand brand perception? 

    The Social Listening approach begins with the configuration of the tool, this is known as the set-up, which consists of writing a query composed of all the essential keywords for our brand or topic to investigate, as a good data result will depend exclusively on how well the search is written. After writing the query and downloading the data, the review and cleaning process begins, sometimes chaotic, to ensure that the results match the parameters that have been set for the search. This step sometimes requires several revisions to ensure a good degree of quality in the data sample. The last step in the listening process is to analyse the data in order to extract insights and learnings that help us understand the user’s current perception of a brand or topic, and what are the key learnings to improve and modify their communication.

    What are the findings useful for? 

    The insights and learnings extracted from the different digital conversations are intended to provide answers to business questions and to support decision-making (strategy, business, communication, etc.). Moreover, they can be an additional and complementary source of data to traditional research. Therefore, the information gathered through analysis allows brands to know and understand where their brand reputation stands according to consumer perception and what other elements found can serve as a guide in future marketing campaigns.  

    Do you measure brand perception? Start now

    Monica del Dedo – Senior Research & Insights Analyst

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