Gen Z: Marken sollten ihre menschliche Seite zeigen

[Applause]

[Music]

[Liza Koshy] Hey y'all, what up? It's your girl Liza

[Liza Koshy] Koshy you may recognize me from YouTube.

[Liza Koshy] I am a content creator.

[Jen Sey] Hi everyone my name is Jen Sey. I am the

[Jen Sey] Chief Marketing Officer at Levi's.

[Liza Koshy] I am so excited to speak to a woman who

doesn't stop herself. I'm ready to start

the conversation

Miss Jen Sey.

[Music]

There's a way in which we speak today on

our platforms, in person,

online, wherever. It's so different, it's

evolved so much from

from the past, but what makes today's

consumers different

[Liza Koshy & Jen Sey] than other generations? Well, I think they

[Jen Sey] expect to have a voice. I mean social

media has created this world where not

only do they

expect it, but they expect you to pay

attention instantly. We don't say

this is the one style and one way to

wear Levi's. People have always

taken a pen to their Levi's made them

their own. They've all

sort of co-created customized Levi's.

They've told stories, but now with social

media, those stories are projected and

amplified. That sort of relationship with

the consumer, now, is much more public

than it used to be.

That's what we're trying to do and, in

doing so, connect with

younger consumers who expect you to be

truthful and authentic.

Our former CEO Bob Haas, who is a direct

descendant of Levi Strauss himself,

used to say that Levi's is the youngest

oldest brand in the world.

I try to use the Levi's platform to

educate people around

issues of you know sustainability, LGBTQ

equality, racial equality, criminal

justice reform, all these things that we

care about.

What is it that you hear from from your

fans

about sustainability? What are they saying? How

are they kind of

[Jen Sey & Liza Koshy] engaging in this issue? Piggybacking off

[Liza Koshy] what you just said,

getting more bang for your buck is

exactly what this generation is doing.

And, it's getting more bang for others

bucks.

It's thrifting. Up-cycling is huge.

It's a story that never ends. You get to

reinvent it and recreate it as many

times as you want.

My jeans are vintage, if you will

consider some such. These are from

2009.

So, I am I am minimizing myself

by wearing these over and over again. And,

the blue dye has stayed. I will tell you

that.

I'm the youngest of three kids, so

hand-me-downs was something that I got

all the time. So, I feel like

it's been in my story to re-wear, re-rock

anything in a brand new way. I think

it's...

I think it's awesome just giving a new

life to, you know, stuff that you

[Liza Koshy & Jen Sey] already love. I don't want you to buy

[Jen Sey] something from us that you don't love.

It's changed over time, and we haven't

even sort of realized that we've

completely changed the way we consume.

And so,

for myself I think about, you know, love

what I wear and live with it longer. I

try to do the same by

instilling that in my kids. You know, just

love it before you buy it and then

live in it and have fun with it, honestly.

I want every pair of Levi's, every item

from Levi's in your closet, to be one of

your favorite items that you just want

to wear over and over again. That's what

I want. I want you to love it the most.

Speaking of people being vulnerable and

open and caring now more than ever about

themselves and their future,

we need to vote and understanding that

that vote

[Liza Koshy & Jen Sey] matters so much. It's a great point.

[Jen Sey] Voting is a hard one, right?

People died, literally,

to gain the right to vote. How do you not

[Jen Sey & Liza Koshy] respect that? What's interesting is that

[Liza Koshy] as Gen Z and millennials and myself,

we don't mind being millions on Twitter.

You know, having our our Tweets heard.

Like “oh, I tweeted today. My opinion was

heard. I am validated.”

But when it comes to voting, we're like

“oh no, I'm just one person.”

You've seen how many iconic figures in

history have changed the world, so

don't diminish yourself and your power

just thinking that you're one person who

can't do much.

[Jen Sey] You know, I talked about how Levi's is

all about authentic self-expression, well

what is a purer form of self-expression

than the vote.

There is no pure form, so show up

on election day and vote for what you

care about.

[Liza Koshy] Yeah, that's a brilliant point. It's

exciting to see

a brand that I love so much, to see the

human behind it.

They are caring about what they put on

me. They are caring about what they

design

for me and have me in mind when they're

designing it.

I'm really grateful to be able to be a

sponge today and

become a better person for it. So thanks Jen.

[Jen Sey] Thank you for taking the time Liza.

[Liza Koshy] This was so cool. I think

we like each other.