Image courtesy of Zircon
For more than 50 years, Zircon has developed electronic tools designed to help homeowners and professionals complete projects safely and confidently. The company manufactures electronic hand tools under its promise of creating “A Higher Form of Tools,” helping consumers avoid costly mistakes like drilling into water pipes or electrical wiring. Now, Zircon is applying that mission to the connected smart-home market with its Leak Alert 360, a water detection system that continuously monitors for water and notifies users when a leak is detected.
Chief Marketing Officer Jennifer Lim sees this product as a representation of a natural evolution of Zircon’s technology, with the same mission in mind. Lim joined Zircon in 2024 after working at companies including Hyundai Motor, Beats by Dre, and Pelican Products.
“Zircon has a long history of helping homeowners turn a house into a home while keeping it safe and secure,” Lim said. “The technology may change, but our mission remains the same: developing reliable products that help protect people, their homes, and their investments."
And this vision can be seen in the Leak Alert 360. Although Leak Alert 360 introduces new capabilities, it remains rooted in Zircon’s focus on protection, reliability, and peace of mind. The company previously introduced standalone alarm-based and Wi-Fi-enabled leak detection products, making Leak Alert 360 a natural next step in its product development.
Introducing an innovative product, however, requires support across the entire organization. Lim said launches such as the Leak Alert 360 often take longer than expected and require consistent communication and patience among all teams.
They also require a compelling brand story. As electronic tools become increasingly commoditized and new competitors enter the market, product features alone may not provide enough differentiation.
“Building trust and differentiation requires a story that everyone can rally behind,” Lim said. “When every team understands and supports the same vision, innovation has a much greater chance of succeeding in the marketplace.”
Putting customer insight at the center of the business
Customer research influences more than Zircon’s marketing — it shapes the products themselves. During consumer research sessions, they discovered that many consumers don’t read the instruction manuals or guides. They expect products to be ready fresh out of the box.
This finding encouraged Zircon’s product development team to collaborate with DIYers, professional contractors, and beta testers to gather feedback during the development process, not just in the marketing stage.
“The result is products that are easier to understand, easier to use, and ultimately more successful in helping customers accomplish their goals with confidence,” Lim said.
This process reflects the expanding role of marketing in the industry, as leaders are being expected to contribute more to product strategy, innovation, and business growth, not just communications.
Lim’s responsibilities include public relations, consumer research, and close collaboration with product teams. Marketing works alongside product management to identify opportunities, validate customer needs, and shape positioning early in the development process. The department also partners with web development and IT as campaigns become more data-driven and digital.
"The brands that thrive will be those that consistently give consumers compelling reasons to trust them."
- Jennifer Lim
CMO, Zircon
Earning attention and trust in a changing marketplace
The way consumers discover and purchase products has changed significantly over the past decade. Many shoppers now research and compare their options before entering a store, or even complete the entire process online. As a result, digital and social media have become central to Zircon’s go-to-market strategy.
This includes influencer marketing, which has become a large part of Zircon’s media mix. However, Lim said successful partnerships do not necessarily depend on follower counts or celebrity.
“We’ve seen tremendous success partnering with authentic creators who genuinely connect with their audiences,” Lim said. “Authenticity and relevance often outperform reach alone.”
The growth of AI-assisted shopping is creating another change. Generative Engine Optimization and Answer Engine Optimization are becoming increasingly important as companies now consider how to make their products appear in AI-generated recommendations or search results.
Looking ahead to the next decade of brand building, Lim expects competition to intensify as AI makes product development, content creation, and marketing more accessible. New companies can build awareness and credibility faster, and younger consumers may be more willing to experiment with alternatives instead of automatically choosing familiar brands.
Established brands, therefore, cannot depend on their history alone. They must continue delivering value and prove why consumers should choose them.
“The brands that thrive will be those that consistently give consumers compelling reasons to trust them,” Lim said. “For heritage brands, the challenge isn’t simply preserving the legacy; it’s earning trust and relevance with every new generation.”
For Zircon, that means treating its history as a foundation for what’s next, applying decades of experience to new technology, incorporating customers into product development, and adapting its marketing to changing consumer behavior.
Image courtesy of Clean Creatives
This month, Shimek is heading to New York for Climate Week 2026, the world’s largest annual climate event. From September 20–27, during the United Nations General Assembly, hundreds of events will bring together leaders across business and government to explore how collaboration, innovation, and accountability can accelerate climate progress.
And we’re excited to share that one of those events will be co-hosted by us: “Values, Vetted: A Fireside Chat Around Hiring Values-Aligned Agencies,” featuring leaders Carleen Pickard, Social Mission Director - Ben and Jerry's, Christine Choi, Partner and Head of Communications - M13.
Companies evaluate the environmental and social practices of their suppliers, and consumers keep a close watch on organizations for greenwashing. But marketing, advertising, and PR agencies are often left out of the conversation. Our discussion will explore why agency procurement should be held to the same standards and how organizations can better identify partners whose business practices and values support their sustainability commitments.
And just in time for Climate Week, Clean Creatives has released the 2026 edition of The F-List, a compilation of agencies partnered with fossil fuel companies. This year, they hosted a webinar to premiere a campaign film, giving audiences an inside look at what it’s like the moment an agency found out they made it on the F-List. There’s also a new, interactive tool, allowing you to dive deeper than ever into the reasons the agencies are on the list. Take a look at this year’s edition here: https://f-list.cleancreatives.org/
Written by Susanna Mann, Shimek's Gen Z Insider
At my internship this summer, in my college courses, and in nearly every panel or Q&A session I attend, the advice for new hires stays the same: work somewhere you are genuinely passionate about — somewhere you can be proud of your work. That pride can come from the day-to-day tasks you complete, but it also comes from the broader work your company puts into the world. For many of us entering the workforce, that means working for a company that operates ethically and sustainably.
Employers must understand that sustainability is so much more than a public-relations issue. It starts at the core of the business: taking measurable action, setting transparent goals, and allowing those commitments to influence real business decisions, even when doing so is not the easiest option in the short term. Gen Z has grown up surrounded by advertising and social media, and we are quick to recognize when a company’s message feels inauthentic. We can see through performative activism and vague promises that are not followed through on.
My generation is entering the workforce looking for salaries, stability, and opportunities to grow. We are not pretending these things don’t matter, but we are also asking ourselves a larger question: “Can I feel good about helping this company succeed?”
Shimek is built on connection. We’ve counseled more than 1,700 companies on their agency search and marketing strategy at no cost to them.
Reach out anytime, we'd love to be a resource.
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