Advertising Week New York Reflection
Gen Z is the newest generation. Born between 1995 - 2015 and aged from four to 24, they are the first generation to grow up fully immersed in mobile technology and by 2020 it is expected that they will account for 40% of the online consumer market.
One questioned poised at Ad Week that gave me pause for thought was – what makes Gen Z different? And what does that mean for brands and advertisers trying to reach them? For me I believe that for brands to connect with a Gen Z audience, they need to be authentic and they need to build a long-lasting relationship with their new customers. Why? For me, I see Gen Z as generation that want to see the purpose behind a brand and for that brand to take action - bringing their values to life through the content it creates. Its purpose driven, not content for the sake of content or metrics. Gen Z, much like their Gen X allies are weary of brands, and weary of social media. But they take that cautious approach one step further - they research and test what the company is genuinely doing with their advertising campaigns, or their content on social media.
Instagram, Snapchat, YouTube, and TikTok now are the social media platforms of choice for Gen Z. They help Gen Z become the personalized storyteller among their peers. Upvotes, likes, reposts, are still relevant, but more , Gen Z create content with ease and with purpose. My advice for brands is the engage with Gen Z with the real stories and content. They are the really smart and feel the real emotion easily.