How Playboy is appealing to Gen Z
As the world moves towards a more inclusive and accepting future, there are many iconic brands and businesses that are being left behind because of their archaic marketing practices. A simple Google search would reveal Victoria’s Secret’s downfall over recent years, and Netflix even commissioned a recent documentary on the rise & fall of iconic US brand Abercrombie & Fitch.
So, it’s only natural that we were curious about how Playboy — the iconic brand that became famous for its nude pictorials, shady founder and questionable lifestyle content — has recently been redefining itself in recent years to appeal to a younger audience.
The Hefners are gone, and so is the magazine’s short-lived ban on nudity — as well as virtually anyone on the staff over 35.
What does this mean? They have (like so many other modern brands) recognised the potential of the Gen Z audience, and have pivoted their marketing strategy accordingly, to ensure they don’t get left behind. Or worse… cancelled — every brand’s least favourite word for the past 10 years.
So, how are they making the magic happen? Let’s go through a few of the ways below:
Embracing diversity and inclusivity: Playboy has been actively promoting diversity and inclusivity in its content and messaging. The brand has featured diverse models and celebrities in its pages, and has spoken out in support of LGBTQ+ rights and racial justice.
Focusing on lifestyle content: In addition to its traditional nude pictorials, Playboy has been focusing on lifestyle content that speaks to Gen Z's interests and values. This includes content on music, fashion, politics, and social justice.
Collaborating with Gen Z influencers: Playboy has been partnering with Gen Z influencers and creators to reach younger audiences. For example, the brand collaborated with TikTok star Noen Eubanks to launch a limited-edition clothing collection.
Using social media to engage with fans: Playboy has a strong social media presence, particularly on platforms like Instagram and Twitter, where the brand has been actively engaging with fans and sharing content that speaks to their interests and values.
Redefining the brand's image: Playboy has been redefining its image to appeal to a younger, more progressive audience. The brand has moved away from its traditional image of a men's magazine and has positioned itself as a lifestyle brand that celebrates diversity, inclusivity, and social justice.
It seems that in the same era that one of Playboy’s most iconic muses, Pamela Anderson, goes through a reinvention, the brand are taking the same cues and championing diversity, while sticking to their brand roots of female sexual empowerment — a movement they helped champion, and would be fools to abandon in 2023.