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Next Gen Water

Water brands are appealing to Gen Z through marketing and design

Trend - Gen Z consumers are poised to be the next new “crop” of consumers as they begin actively participating in the economy. As a result, brands in the water space are targeting this demographic with new initiatives that include self-care marketing, eco-friendly branding, and philanthropic initiatives.

Insight - Gen Z consumers are one of the most influential demographics of the time, both economically and politically. Being raised as "digital natives" with a wealth of information at their fingertips, this demographic holds more diverse preferences and needs than previous generations, focusing on authenticity, corporate responsibility, and sustainability. These individuals have heard the plights of various activists, reinforcing these shifted values as key factors in their buying decisions. As a result, they require more allure than aesthetics and price when purchasing from a brand and flock to brands that share their same values.
Workshop Question - How can your brand pivot to meet these needs of Gen Z consumers?
Trend Themes
1. Targeting Gen Z Through Eco-friendly Promotion - Water brands are using self-care marketing, eco-friendly branding, and philanthropic initiatives to appeal to Gen Z consumers who value authenticity, corporate responsibility, and sustainability, providing an opportunity for innovation in sustainable packaging and eco-conscious marketing strategies.
2. Scent-based Marketing for Water Bottles - air up recently launched the world's first scent-based drinking system, proving that scent-based marketing has plenty of potential in the water bottle industry, providing an opportunity for innovation in tasteless water bottles and aroma pods.
3. Free Sustainable Packaging Via Advertising - Companies like FreeWater are paying for eco-friendly, BPA-free products by partnering with advertisers to distribute or sell the water for a profit, providing an opportunity for innovators to create new ways for companies to use advertising and sustainable packaging together.
Industry Implications
1. Packaging Industry - Innovators can explore sustainable packaging concepts and eco-friendly options to address the emerging Gen Z and Millennials target demographic of water brands.
2. Marketing Industry - Innovators can create more innovative and sustainable marketing strategies that tap into the growing interest in self-care, corporate responsibility, and sustainability of the water industry.
3. Global Consumer Goods Industry - From attracting Gen Z consumers to creating reusable, eco-friendly bottles and sustainable advertising methods, the water industry offers countless opportunities for innovation in the global consumer goods industry.
7.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
8 Featured, 57 Examples:
97,782 Total Clicks
Date Range:
May 21 — Apr 23
Trending:
Warm
Consumer Insight Topics:

Featured Examples

Scent-Based Water Bottles
Scent-Based Water Bottles
air up Transforms the Experience of Drinking Water with Aroma Pods
air up is the world’s first scent-based taste drinking system and was recently launched in the US. It works by tricking the brain into thinking that flavored water is being consumed via one&#... MORE
Recycled Material Water Bottles
Recycled Material Water Bottles
The Honest Bottle Recycled Reusable Bottle is Arriving in the UK
The Honest Bottle recycled reusable bottle is being launched by the brand in the UK as a lightweight, eco-friendly way to carry your choice of drink anywhere. Originally created by co-cre8, the... MORE
play_circle_filled Youth-Targeted Water Ads
Youth-Targeted Water Ads
Wyler's Light Launches Vibrant Campaign to Add Flavor to Plain Water
Wyler’s Light has launched a new creative campaign that emphasizes how plain water can be dull and uninspiring. The campaign, created by Denver-based agency Good Conduct, is the indie shop&#... MORE
Reusable Cult Classic Bottles
Reusable Cult Classic Bottles
The Chilly’s x House of Sunny Capsule Collection is Nostalgic
In an effort to challenge fast fashion micro-trends in favor of sustainably, Chilly’s and House of Sunny recently joined forces to launch a capsule collection of nostalgic water bottles and... MORE
Free Beverage Companies
Free Beverage Companies
FreeWater is Paid for by the Ads Printed on Its Aluminum Bottles & Cartons
FreeWater makes eco-friendly, BPA-free products that double as a new kind of advertising medium, since advertisers have the option to distribute the water for free or sell the beverage for profit.... MORE
Water Branded Songstress Campaigns
Water Branded Songstress Campaigns
Essentia Water Launches New 'Stop for Nothing' Campaign
Essentia Water, “the pioneer of ionized alkaline water in the U.S.,” recently debuted a new campaign with singer Tate McRae dubbed ‘Stop for Nothing.’ The new initiative is... MORE
play_circle_filled Nostalgic Aluminum Water Bottles
Nostalgic Aluminum Water Bottles
GEN Z Water is Disrupting the Bottled Water Industry
GEN Z Water offers refreshing plain water in completely recyclable, colorful aluminum bottles with retro designs that feature unique critters. The brand is on a mission to disrupt the bottled water... MORE
play_circle_filled Songstress Water Campaigns
Songstress Water Campaigns
evian Taps Singer Dua Lipa in 'Drink True' Campaign
Water brand evian recently tapped beloved singer Dua Lipa for its latest campaign, titled ‘Drink True.’ The ad features Dua Lipa, who was named Evian’s global ambassador in July,... MORE

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