The return of the Guru archetype, Marketing & Advertising News, ET BrandEquity
Given that teachers are traditionally deemed venerable, this presents an interesting paradox for marketers, considering the present era in branding concentrates so much on Gen Z audiences. Almost every brand has its focused strategy when it comes to addressing this audience. Those who don’t, often find these chaps throwing a tantrum and leaving the room in a huff, retiring to their bottomless Instagram feeds for emotional solace.
Just kidding on that last line.
But, does the sage/guru/teacher archetype still make sense in this context?
This does make for an interesting conundrum. Conventional wisdom, more conventional than wise, leans towards employing a younger, irreverent, ‘arm around the shoulder’ approach, when it comes to engaging Gen Z. Archetypes of the lover, jester, magician, hero and such might appear superficially to make more sense.
Perhaps that sidesteps the larger point of how relevance can be built. It might work in some places, but it misses out on prospective opportunities. Because, in truly confusing times, faced with a multitude of choices, this set does seek guidance and advice. Like never before. That’s where the teacher’s voice, in a brand, could begin to take class.
Guiding the quest to study further
Frequently these days, Gen Z feel the urgent need to study further or upskill, with things like AI emerging prominently on anxiety radars. While previously these decisions were influenced by their parents, at this point, this choice is largely their own. It might, in quite a few cases, also be funded by themselves. Which is why this decision demands a high ROI, in terms of both time and money. Leading management institutes-often having some element of ‘I’ in their nomenclature-and online educational destinations like Unacademy, SkillShare, Udemy, Harappa etc; all can perhaps get their offerings to resonate a bit deeper, if they adopt the tonality of an understanding teacher in their conversations. That way they can help Gen Z turn onto the next page in their professional lives.
Helping water the money plant
Gen Z creates a larger mind space for money than their predecessors did at the same age. They recognise its power as an enabler, and seek to develop a fruitful relationship with it, as soon as possible. Seeing it clearly as a means to ‘Max life’ (no brand pun intended). Therefore, when it comes to matters of money, it is vital they invest in the right destination. This is a place where stature and authority are actively sought. All the more so, because the options available to them are many. From conventional to unconventional, physical to virtual. They urgently need reassurance coming from a position of knowledge. Brands from banks to mutual funds, stock market investing outlets to cryptocurrency options, all need to showcase their sagely sides as currency here.Fixing a ‘havenly’ match
Typically, as the cliché goes, these kinds of unions are made in heaven. But now, given that Gen Z has explored many relationships up to this point, and the growing evidence of painful separations bandied around by all and laundry (considering much dirty linen being washed on social media), this audience can begin to look at relationships with more than a touch of scepticism. They seek a safe haven. An assurance of some kind, in an unclear setting. This is where brands in this domain can add value. They can, literally and metaphorically, serve as kinds of ‘reference checks’. Or, as the well-wishers who seem to have seen all of this before. They can provide counsel when things go awry. Be it coming from the mouth of a Bharat Matrimony or a case of ‘Tinder’ loving care.
Spotting a healthier side
If you thought ‘spotting’ was seeing something, you probably need to go to the gym more often. There’s one aspect of life which Gen Z seems to have grasped far better than their ancestors: an increased health consciousness. Gen Z, other than appreciating the value of being in shape, clearly puts an emphasis on the right nutrition as well. There’s also, thankfully, an increasing focus on mental wellbeing. Even employment decisions are made, weighing in on the balance of life that the new opportunity might provide. This clearly presents the need for companies in these categories to assume the position of coaches-physical and mental. A spectrum traversing wellness centres to food brands, can hold the flag up for “health being wealth”, as long as they do so without any stealth.
Many brands, in other domains as well, could also benefit from embracing the teacher archetype. In a country which has seen mentors from Drona and Chanakya, down to Gopi Chand, brands taking on the persona of a guru, still makes a lot of sense. Especially, and perhaps counterintuitively, even when talking to Gen Z. For, in the Upanishadic tradition, the young still seek those, whose feet they can sit at, and learn about the workings of the world.
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