We Don’t Need a Hero, We Already Have One
By Linda Rollinson
Every generation has its superheros. Spiderman and the Incredible Hulk were big in my day; my parents grew up with Batman and the Green Hornet. My grandparents would have been thrilled by the adventures of Flash Gordon and Superman—though he tends to reinvent himself for each new generation.
I mention this because the National Windshield Repair Division is in the process of developing a new marketing awareness campaign about the advantages of windshield repair. Though the campaign will be relevant for all audiences, it will target the members of Generation Z in particular.
It’s not easy tracking the generations any more. Gen X and Y are fully formed adults and Gen Z, those adults between the ages of 18-24, are being replaced by the next gen —called Gen A. (At least we are going back to the beginning of the alphabet.)
Gen Z is a renaissance generation. Those in it are generally globally aware, inventive and well-educated. They are comfortable with a diverse and digital universe, as well as being financially savvy.
And Gen-Z’ers have money to spend. According to Forbes magazine, an independent study estimates that their direct and indirect spending power reached up to $143 billion.
So it was with this in mind that our NWRD task group, (in addition to me, it includes Korey Gobin of Delta Kits, Lenny Hennessy of AGIS and Jacques Navant of Don’s Mobile Glass), begin our work on this new initiative.
Our task group decided that windshield repair needed a spokes character to defend its advantages. We decided that a campaign encouraging Gen-Zers to be Glass Savers was the way to go.
This new character shows everyone how they can be a superhero—a glass aver. It focuses on five main ways how:
1. Windshield repair saves time— it’s faster than a replacement;
2. Windshield repair saves money —it’s less expensive than replacement;
3. Windshield repair saves the earth—it’s greener because the there’s no old glass to send to the landfill;
4. Windshield repair saves the seal—unless the windshield has already been replaced, the factory seal remains in place;
5. Windshield repair saves lives— proper repair in proper areas can
keep avoid the need to recalibrate the ADAS system.
We didn’t know when we came up with the Glass Saver character that it suits Generation Z particularly well. In their recent book, authors Regina Luttrell and Karen McGrath identify the generation and title it The Superhero Generation. They identify the generation as having the superhero powers of strength, virtue, power and courage. They will stand up for what is right and want to have an impact on the earth. They will be super heroic ambassadors for repair.
Linda Rollinson is the chairperson of the National Windshield Repair Division of the Automotive Glass Safety Council™ as well as owner of Superior Auto Glass of Tampa Bay Inc. in New Port Richey, Fla. firstname.lastname@example.org
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