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This year, I was able to attend BrandSmart 2023, a brand marketing event hosted by the AMA Chicago, which brings together noteworthy speakers and future-forward brand marketers to share proven tools, smart ideas, and inspiring stories.

My key takeaway from the conference: believe it or not, the number one focus for the next generation in the workforce was safety. 

In today's fast-paced world where social media platforms and online shopping dominate, brand reputation and safety have become increasingly important especially for Gen Zers. With access to a wealth of information, Gen Zers are more informed and conscious than ever about the products they purchase and the brands they support. In this blog post, we will discuss the importance of brand reputation and safety for Gen Zers and provide some tips on how to navigate this complex landscape. 

Firstly, let's define brand reputation. Brand reputation is the perception that people have of a particular brand. It is built over time and is based on a brand's actions, products, and customer experiences. A strong brand reputation can increase consumer trust and loyalty, leading to increased sales and profitability. On the other hand, a negative brand reputation can result in a loss of customers and a decline in sales.

Now, let's talk about brand safety. Brand safety refers to the measures companies take to ensure their brand is not associated with harmful or inappropriate content. In the age of social media where content can spread quickly and easily, it is essential for brands to protect their reputation by ensuring that their advertisements do not appear alongside content that may damage their brand image.

For Gen Zers, brand reputation and safety are crucial factors when making purchasing decisions. Gen Zers are socially and environmentally conscious and are more likely to support brands that align with their values. They are also quick to call out brands that engage in unethical practices or fail to address social and environmental issues.

So, how can brands ensure that they maintain a positive reputation and provide a safe experience for their customers? Here are some tips:

  1. Be transparent: Gen Zers value transparency and honesty. Brands that are open and honest about their practices and policies are more likely to gain their trust and loyalty.
  2. Embrace social and environmental responsibility: Gen Zers, also known as the Plural Generation, care about the impact that brands have on the planet and society. Brands that prioritize social and environmental responsibility are more likely to resonate with this generation.
  3. Monitor brand safety: Brands need to be vigilant and monitor where their advertisements appear to ensure they are not associated with harmful or inappropriate content.
  4. Respond to feedback: Gen Zers value brands that listen to their customers and respond to feedback. Brands that engage with their customers and address their concerns are more likely to build strong relationships with this generation.

Brand reputation and safety are critical factors for Gen Zers when making purchasing decisions. Brands that prioritize transparency, social and environmental responsibility, brand safety, and customer engagement are more likely to resonate with this generation and build a strong reputation. By following these tips, brands can build a loyal customer base and ensure their long-term success.

Have questions or want to connect? You can contact us at or connect with me on LinkedIn.