GEN Z, born between 1997 and 2012, makes up 26% of Malaysia’s population. As they enter the workforce, they bring disposable income and a strong set of values centred on making a positive impact and seeking value-driven consumption. Brands seeking to connect with Gen Z must adapt to these expectations and PepsiCo has risen to the challenge.
PepsiCo country head and regional e-commerce lead Aditya Ahuja recently spoke to theSun about how the global beverage and snack giant is meeting the demands of this socially conscious generation. From sustainability initiatives to community engagement and affordable nutrition, PepsiCo is transforming its strategies to align with Gen Z’s values.
Building meaningful connections
“Gen Zs are not just a part of the consumer base but they are key decision-makers in households and play a pivotal role in influencing marketing trends,” Aditya explained.
He emphasised Gen Z’s expectations extend beyond surface-level actions, making sustainability a cornerstone of the company’s identity. PepsiCo operates under its global PEP positive framework, which focuses on three pillars: positive value chain, positive choices and positive agriculture.
“Under positive value chain, we are working on integrating recyclable PET (polyethylene terephthalate) in over 30 markets globally. This ensures sustainability in our packaging and aligns with the environmental values Gen Z holds dear,” Aditya elaborated.
