Unicef and Target, in collaboration with Disney, are launching a Fitbit-like wearable device for kids that has the potential to be this holiday season’s hottest gift.
If it does become the gift sales winner for 2015, it will not be because it promotes exercise. It will be a sales success because it is a cool wearable with Star Wars branding that enables Generation Z (those aged 10 to 16) to make a difference. This new wearable holds the potential to be yet another cool with a purpose marketing best-practice proven to win millennial generation, and now Generation Z, customers!
It is this device’s marketing that's the real power keg for igniting increased individual actions that can reduce the risk of obesity and diabetes among Generation Z. Children wearing the device will be engaged through games promoted by entertainment and sport stars like Pink and Boston Red Sox slugger David Ortiz.
The device repositions exercise from a health-related task to being cool and winning recognition. It moves their engagement from a petition that exercise is good to the enabling of individual and collaborative fun. This is the marketing model for selling health and sustainability.
There is also a second tier of motivation designed into this device’s human engagement. This second motivational tier is tied to enabling Generation Z to make a difference. Making a difference is a huge theme among Gen Z. Research points to today’s kids seeking action paths for making a difference, with 26 percent already in volunteer roles and 76 percent concerned about humanity’s impact on the planet.
Children who play the games offered through the Unicef Kid Power device will earn points toward funding food packages for children facing hunger. This is a hugely powerful message for Generation Z. They have high affinity for their age group across racial or national divides. Helping one is seen as helping all in their generation.
Image credit: Target
Bill Roth is a cleantech business pioneer having led teams that developed the first hydrogen fueled Prius and a utility scale, non-thermal solar power plant. Using his CEO and senior officer experiences, Roth has coached hundreds of CEOs and business owners on how to develop and implement projects that win customers and cut costs while reducing environmental impacts. As a professional economist, Roth has written numerous books including his best selling The Secret Green Sauce (available on Amazon) that profiles proven sustainable best practices in pricing, marketing and operations. His most recent book, The Boomer Generation Diet (available on Amazon) profiles his humorous personal story on how he used sustainable best practices to lose 40 pounds and still enjoy Happy Hour!