Lenovo’s three principles for connecting with Gen Z

Maya Yegorova

Lenovo, the technology manufacturer, is using the principles of “champion”, “collaborate”, and “create” as it strives to engage members of Gen Z.

Lenovo, the consumer electronics manufacturer, is adhering to three principles as it seeks to deepen engagement with members of Gen Z: champion, collaborate, create.

The brand has translated this objective into tangible action in various ways, as shown by several recent initiatives that reflect the values held by many members of Gen Z:

  • The establishment of a Girls’ Legion that welcomes female gamers into a diverse, accepting online community.
  • A Work for Humankind initiative in North and South America that delivered high-speed internet access to remote communities.
  • The introduction of a bilingual keyboard to boost digital inclusivity.

“I think it's...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands