To connect with a younger generation, brands should show their human side

To connect with a younger generation, brands should show their human side

Guests
Jen Sey, Brand President at Levi Strauss & Co.
Liza Koshy, YouTube Creator
Published
November 2020

Many brands are eager to connect with a Gen Z audience, a generation more likely than older ones to care about issues like sustainability and racial equality. In Part 3 of our video series where a CMO meets a creator, Levi Strauss & Co. Brand President Jen Sey and YouTube creator Liza Koshy explain how brands can show their human side to make a deeper connection with younger customers.

Hear from more creators and CMOs in Part 1 and Part 2 of this series.

0:13

[Applause]

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[Music]

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

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

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[Liza Koshy] I am a content creator.

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

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

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

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

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the conversation

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Miss Jen Sey.

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[Music]

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There's a way in which we speak today on

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our platforms, in person,

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

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evolved so much from

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from the past, but what makes today's

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consumers different

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

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

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media has created this world where not

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only do they

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expect it, but they expect you to pay

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attention instantly. We don't say

1:01

this is the one style and one way to

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wear Levi's. People have always

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taken a pen to their Levi's made them

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their own. They've all

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sort of co-created customized Levi's.

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They've told stories, but now with social

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media, those stories are projected and

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amplified. That sort of relationship with

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the consumer, now, is much more public

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than it used to be.

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

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doing so, connect with

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younger consumers who expect you to be

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truthful and authentic.

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Our former CEO Bob Haas, who is a direct

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descendant of Levi Strauss himself,

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used to say that Levi's is the youngest

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oldest brand in the world.

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I try to use the Levi's platform to

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educate people around

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issues of you know sustainability, LGBTQ

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equality, racial equality, criminal

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justice reform, all these things that we

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care about.

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What is it that you hear from from your

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fans

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about sustainability? What are they saying? How

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are they kind of

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

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[Liza Koshy] what you just said,

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getting more bang for your buck is

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exactly what this generation is doing.

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And, it's getting more bang for others

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bucks.

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It's thrifting. Up-cycling is huge.

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

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reinvent it and recreate it as many

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times as you want.

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My jeans are vintage, if you will

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consider some such. These are from

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2009.

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So, I am I am minimizing myself

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by wearing these over and over again. And,

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the blue dye has stayed. I will tell you

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that.

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I'm the youngest of three kids, so

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hand-me-downs was something that I got

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all the time. So, I feel like

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

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anything in a brand new way. I think

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it's...

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I think it's awesome just giving a new

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life to, you know, stuff that you

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

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

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

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even sort of realized that we've

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completely changed the way we consume.

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And so,

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for myself I think about, you know, love

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what I wear and live with it longer. I

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try to do the same by

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instilling that in my kids. You know, just

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love it before you buy it and then

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live in it and have fun with it, honestly.

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I want every pair of Levi's, every item

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

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your favorite items that you just want

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to wear over and over again. That's what

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

3:11

Speaking of people being vulnerable and

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open and caring now more than ever about

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themselves and their future,

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we need to vote and understanding that

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that vote

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

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

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People died, literally,

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to gain the right to vote. How do you not

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

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

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we don't mind being millions on Twitter.

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You know, having our our Tweets heard.

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Like “oh, I tweeted today. My opinion was

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heard. I am validated.”

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But when it comes to voting, we're like

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“oh no, I'm just one person.”

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You've seen how many iconic figures in

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history have changed the world, so

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don't diminish yourself and your power

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just thinking that you're one person who

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can't do much.

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

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all about authentic self-expression, well

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what is a purer form of self-expression

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than the vote.

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There is no pure form, so show up

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on election day and vote for what you

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care about.

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

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exciting to see

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a brand that I love so much, to see the

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human behind it.

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They are caring about what they put on

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me. They are caring about what they

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design

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for me and have me in mind when they're

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designing it.

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I'm really grateful to be able to be a

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sponge today and

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become a better person for it. So thanks Jen.

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

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[Liza Koshy] This was so cool. I think

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we like each other.

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