Brief • 3 min Read
Using QuestBrand data, Lenovo surged to fourth place in Ad-Age-Harris Poll’s fourth Gen Z tracker, finishing behind Beats by Dre, Jersey Mike’s, and Planned Parenthood. This quarterly tracker ranks the top 20 brands by growth in brand equity among Gen Z consumers (ages 18-24). Members of Gen Z under the age of 18 are excluded from the survey.
Lenovo’s overall brand equity increased +10.6 points among Gen Z adults from Q2 (35.1) to Q3 (45.7). In comparison, Lenovo’s brand equity only increased +4.2 across the general population of US adults.
Brand equity measures the value that consumers see in a brand at a particular moment in time. It is an average of four key components: familiarity with the brand, perceived brand quality, purchase consideration, and perceived brand momentum. Most notably, Gen Z reported increased familiarity (+13.8) with the Lenovo brand and increased purchase consideration (+11.4). These young adults also reported Lenovo to be of a higher quality (+9.5) and to be gaining more momentum (+7.6) in Q3 than Q2.
Lenovo has been on its way up for a while. In August, the electronics brand celebrated its ninth consecutive quarter of improved revenue and profitability. While undoubtedly thriving, what has Gen Z found especially attractive about Lenovo?
Want to read more about electronics industry trends? Check out our Electronics & Video Games: An Industry Snapshot report for insights and brand rankings.
Developing technology that meets Gen Z’s lifestyle
Gen Z was born with a smartphone in hand. More technologically adept than previous generations, they are the most likely to embrace technological advancements as they release. Lenovo has pushed technological boundaries to meet young consumers’ work and lifestyle needs. Designing for a more flexible workforce and a more mobile consumer, they are creating devices that enhance both remote work and users’ time off the clock.
In early September, Lenovo announced the Lenovo Glasses T1. The glasses were designed to fit the on-the-go lifestyle of the modern worker, seamlessly allowing the user to transition from work, to streaming content, to gaming. They look like standard sunglasses, but they connect to the user’s smartphone, tablet, or laptop to project a large virtual computer screen that only the wearer can see. These glasses simultaneously provide privacy and a better mobile screen experience.
Later in the month, Lenovo also announced ThinkReality VRX, a virtual reality headset that gave Lenovo a seat at the metaverse table. Unsatisfied with waiting on the sidelines, Lenovo is actively participating in shaping the future of technology, and how Gen Z (and other future) workers will use electronics for both work and play. The headset was designed to help remote, hybrid, and office workers collaborate, and to effectively connect with remote customers as well.
Want to learn more about this valuable consumer demographic? Read our Gen Z 100 report for key insights into how Gen Z relates to the world around them.
Investing in initiatives that resonate with Gen Z
Gen Z is an action-oriented generation. To catch their attention, businesses must align their initiatives with Gen Z’s values. Two of this generation’s top priorities are promoting environmental sustainability and helping underserved communities, and Lenovo has taken notice. Lenovo’s product design and packaging are ecologically-conscious. The company also developed Lenovo CO2 Offset Services which helps companies offset their CO2 emissions.
Lenovo took their commitment to helping the environment and local communities one step further with their Work for Humankind initiative. Responding to their young employees’ desire to make a tangible difference, Lenovo brought workers to serve one of the most remote islands in the world, Robinson Crusoe Island. The company brought technology with them so their employees could work remotely while they lived within and served the community. They engaged in initiatives that built up local infrastructure and protected the unique island ecosystem.
“One of the most important reasons we did this campaign (Work for Humankind) was because of the insights that we received from our research that told us that people – especially Gen Z and younger Millennials – want to be able to work from anywhere, be productive and give back.” – Emily Ketchen, Chief Marketing Officer and VP, Intelligent Devices Group, Lenovo.
If asked to picture a forward-thinking electronics brand, Lenovo may not be the first name that comes to mind. However, this company is clearly responding to their younger employees and consumers to take actions that align with their values. If this continues, Lenovo may solidify its image as an innovative force in the electronics space and become an even more popular brand among Gen Z consumers.
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