Steven Tan, president of SM Supermalls shared that the growing sentiment in marketing in SM Supermalls is to focus on Gen Z. This comes after an interview with the president, who is keen on going beyond a consideration; in fact, he pointed out that the company has its own Gen Z think tank—a council, of sorts—that is comprised of individuals specifically made up of, and geared towards, the Gen Z market.
Gen Z ‘Think Tank’ and Council
The importance of catering to the younger generation is clear when one considers that Gen Z makes up nearly 30 percent of the Philippine population. And Tan makes it apparent that the marketing management has allocated an organizational pipeline for this segment:
“The council members discuss trends among themselves before pitching their ideas to management. The older hands then bring experience and practicality into the equation. You just have to be more practical when you apply. That is where we come in because of our experiences. Then you balance it out.”
A Marriage of Junior Freshness and Senior Practicality
This approach to fresh ideas that are then guided by senior practicality is one of the key marketing strategies that SM has employed. As seen in recent adverts, store placements, and social media posts, among others, one can observe the bright and vivid themes that are relevant to younger audiences. Where other established firms have senior management that dictate the marketing, then pass this down to the more junior marketing executives, SM has it the other way around. It recognizes the fresh, relevant input of the younger generation; it acts on the voice of the youth.
To say that young minds run the company, however, is not exactly the case. Senior management still has input before green-lighting projects; thus, it is more a case of hand-in-hand partnership where both parties recognize and work with the importance of each other. This is echoed by SM Supermalls executive vice president for marketing, who says that the Gen Z council plays a crucial part in shaping the company’s strategies; again, from lived insights of their own generation. “They tell us and present to us what the pulse of the market is today”.
Case Studies: SM Marketing Campaigns
SM had launched marketing campaigns such as ‘create beauty with Pride’, and LGBTQ+ inclusive strategies; ‘Super plays, super deals, super spots’ that employ colorful, light elements; ‘It’s summertime’ incorporating anime and cartoon elements; and so much more. Gone are the days of boring, sterile marketing of old—it is apparent that marketing campaigns gear towards recognizing (and oftentimes cater to) the youth. When you step into an SM mall, you are greeted with advertisements that are playful. These adverts, like those mentioned, speak more to the imaginative and vibrant culture of Gen Z. And this is a sticking point: marketing must capture the culture, behavior, and demographic tastes of consumers and prospective customers. SM’s marketing strategy reinforces the principle of marketing to this distinct point: it has to listen. It has to evolve. It has to adapt. For marketing to be effective, it cannot be blind.
Gen Z creates more opportunities with DOPAY!
The increasing focus on Gen Z also expands the opportunity for digital wallet and digital asset platforms such as DOPAY. As Gen Z becomes a more powerful influential consumer segment, digital finance institutions need to understand how Gen Z users shop online, make payments, hold money, and engage with digital assets.
Gen Z has more digital experiences and accessibility. The younger consumer considers having an increasing contribution in the market which creates opportunities for digital financial platforms to deliver services that fit their everyday activities.
DOPAY is a blockchain-enabled Electronic Money Issuer and Virtual Asset Service provider licensed and regulated by Bangko Sentral ng Pilipinas. Through our digital wallet and digital asset services, DOPAY delivers users with access to digital financial tools that can back payments and other digital transactions.
For Gen Z users who often shop online, the DOPAY digital wallet can provide an easy way to make digital payments. DOPAY crypto can also be used in online gaming and technology platforms.
Also, Gen Z is curious about evolving digital technologies and eager in learning new things, specifically as digital finance remains to emerge. Exposure to digital wallets, digital assets, blockchain technology, and other financial innovations can encourage Gen Z to become more informed about how these technologies work and how they can be used responsibly.
At DOPAY, we developed our DOPAY Academy. With a broad coverage of material from basic concepts of money to higher-level discussions on cryptocurrency analysis, the Academy is a library of knowledge-enriching platform that is (1) accessible to all; (2) easy to pace—the difficulty is progressive; and (3) is free-of-charge.
Combining the use of DOPAY and reading through DOPAY Academy is—as we aim for—a strong catalyst for financial enablement. We also offer up-to-date news analyses and insights on the latest scoop ranging from finance to government, allowing readers to become more informed of the ever-evolving landscape of money and governance.
With both access and education, the DOPAY objective is to help users become more informed and confident as they navigate the rapidly evolving of digital finance. Providing digital financial services helps users with application for everyday transactions, while financial literacy can help them understand the opportunities and risks associated with evolving financial technologies.
For the referrers who seek to gainfully help others, we offer the DOPAY referral program. Referrers can earn 70 pesos in ETH per person successfully referred; referred users can earn 30 pesos in ETH upon the satisfaction of conditions. Read more here: Referral Program Page – DOPAY
For the content creators who seek exposure, we offer up to 3,000 pesos in ETH for video content that highlights our benefits. Be rewarded by spreading the word, and learn more here: Video Affiliate Program – DOPAY
DOPAY is an innovation-driven, inclusivity-first company that constantly strives to serve the Filipino. Download DOPAY now and see what it can do for you.
