In 2020 Coronavirus made its debut into our world. Since then, the world has been an unstable, and at times, an unrecognizable place — but it’s not all doom and gloom! Within these spaces that seem so shaken and unsure, Eliot Robinson, CEO of sportswear brand Dunk, reminds us that maybe this is the opportunity we’ve been waiting for to live a better life. He laments, “Maybe we don’t have to listen to ten podcasts a day to fill this void of not being able to meet people. Maybe we just need to go inside.”
Eliot Robinson is the CEO of sports media brand Dunk — the second largest sports media company on TikTok. He is a sports marketing protégé, marketing on TikTok to the millions of young people that admire his cross-sectional aesthetic between the sports industry, music and culture. His introspective attitude is typical of members of Gen Z — the generation to take climate action up a notch and focus society’s mind on inclusivity. The pandemic may be a strain on everyone across the planet, but it may be the change of pace we need to reevaluate and take stock.
In the marketing world, the pandemic has caused many businesses to focus on their purpose. Businesses have begun gearing their marketing and sales towards “how can my product help?” instead of trying inauthentically to meet profit margins. Social listening has helped brands to accurately see how their products are being received by their consumers. In fact, 79% of customers noticed when a brand was making a positive difference during the height of the pandemic in 2020. If the pandemic has propelled brands to deeply consider their purpose as an integral part of their brand, then maybe Eliot is onto something.
Eliot shares his insightful opinions about the effect that the pandemic has had on Gen Zers. Social distancing, quarantining and staying home have meant that we’re more separate than ever. However, eliminating the constant pace of 21st-century life may allow us to see our inner world more clearly.