By Ferdinand L. Bondoy
The recent CommuniTalks webinar of the International Association of Public Relations (IPRA) Philippines featured Ms. Etsuko Tsugihara, the global president of Ipra and the Founder and President of Sunny Side Up Goup, Inc. of Japan. In her speech, Ms. Tsugihara reiterated that the Covid-19 pandemic has brought many changes to our lives. People have started to change their views on humanity, sustainability, and the issue of inequality.
For her, one group that we should pay attention to is the Generation Z or those born between 1996 and 2010. As digital natives, Gen Zs were raised by and grew up with mobile phones, tablets and computers. As the population distribution of the younger generation is increasing year by year, Gen Zs are expected to have a big influence in the future.
Ms. Tsugihara noted that the Sustainable Development Goals (SDGs) have gained more attention among Gen Zs throughout the pandemic. SDGs are a collection of 17 interconnected global goals designed to be a “blueprint to achieve a better and more sustainable future for all.”
“They [Gen Z] are more interested in SDGs right now. Known as digital natives, they tend to search and research everything on their own and seek out what they really value and need. They consider environmental issues, discrimination issues, gender equality, what is right what is good for someone, and what is sustainable for the future rather than their own material wealth,” said Ms. Tsugihara.
To better communicate with the generation that will lead the world’s consumption and business in the future, Etsuko claimed that we need to develop consistent communication that starts with “good story-making.” Stance, Story, and Speed are three points that we need to be aware of when creating a PR story. Stance is how the company and the brand deal with social issues, Story is how the company has evolved, and Speed is about providing information in the soonest and most appropriate time.
For me, indeed, the pandemic has caught everyone by surprise, our PR industry included. At first, I heard stories from colleagues about their companies cutting budget for communications, and even letting go of people. Agencies, in the Philippines and across the Southeast Asian region, also had clients shelving if not postponing projects and accounts.
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Ferdinand L. Bondoy is the Regional Integration and Chief Executive Director of COMCO Southeast Asia.
