In depth: The art of dealing with Generation Z

5 brand experts reveal how to survive and thrive when marketing to the emerging generation coming after millennials


Steps to success

Kantar’s O’Neill offers his key pointers to winning over Gen Z:

Be Responsible: In a world not meeting their ideals, Gen Z respect brands that take a stance on the issues that are important to them. Integrity, honesty and action, especially around issues of equality and diversity, are increasingly seen as hygiene factors and ‘purpose’ can be a valuable differentiator.

Be Authentic: Reflect reality – don’t be untouchable, perfect or sugar coat reality. Sure, be aspirational, but be supportive and sprinkle with real life, real people, no filter.

Be There: There’s a huge opportunity for many brands in the heavily socially influenced consumer decision journey. Know the needs and touchpoints important to Gen Z for your category and brand and gain a relevant presence.

Be Relevant: Time is not a gift Gen Z will donate to you, you need to earn it. Sharpen your communications to make your proposition relevant across platforms and formats; elevator pitches are now 10 seconds if you’re lucky.

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