GenZ and Millennials spend a fair amount of energy cultivating a personal brand. It is sculpted out of consumer choices, Instagram photos, Facebook profiles, clubs, causes, stickers, Spotify Wrapped reports and more. Some of these elements seem cosmetic—what they post on social media or paste on the back of their laptops. Others clearly represent their personality, passions and commitments. Cumulatively, however, they are more than a digital avatar or aspirational identity. They suggest vocation.
Through their personal brand, individuals consider the implications of their choices. The process is not driven primarily by what makes them seem cool or popular; instead, it reflects their values and becomes the source of their power. Purchases have become less about status, for instance, and more about messaging. That’s why Nike sales spiked after it ran the ad with Colin Kaepernick and the motto, “Believe in something. Even if it means sacrificing everything.” Continue reading