Challenges, Context, and Objective
Our Mission
Travel is for everyone
Our goal at Backroads is to bring unforgettable experiences and adventures to people of all ages, race, gender, or beliefs...
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In order to do that we must overcome giant obstacles. This includes shifting our brand image to incorporate more diversity, letting the world know about Backroads, and showing that anyone can participate in the active travel experience of a lifetime.
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Current Challenges
These are some common problems we found after asking our peers about whether or not they would consider booking a trip with Backroads
Pricing
It is very difficult for Gen Z to afford these trips without the financial support of their parents.
Diversity
The Backroads brand is currently perceived as not very diverse or inclusive.
Visibility
Hardly anyone has heard of Backroads or seen us on social media.
Generation Z Insights
A study by OC&C Strategy Consultants, reinforced by our own findings, sheds light on Gen Z's consumer behaviors.
Global Awareness
Growing up online with a lack of borders, Gen Z is the most globally knowledgeable generation yet. They seek to learn about the world.
Stands Out
Gen Z finds value in unique, special, or limited offers. Personalization and customization reign supreme.
Highly Influenced
Gen Z doesn't trust straight from the horse's mouth, they prefer an influencer they trust to reaffirm the value of a product or brand.
Social Responsibility
Gen Z wants to see genuine contributions to the betterment of society from the brands they follow.
More Wants
Going shopping for Gen Z has always meant clicking around until you find what you want. If your brand doesn't offer it, they'll find it elsewhere.
Experiences > Things
Rather than buying goods, Gen Z finds itself spending money on experiences, memories, and communities.
