Brandweek

It's All About the Feels When Reaching Gen Z

Brandweek insights from Viacom, Spotify and Trufan

Harley Block, Khartoon Weiss, Swish Goswami, Nick Gardner at Brandweek — It’s important for brands to lean into all sorts of emotions when it comes to marketing to Gen Z.Sean T. Smith for Adweek

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PALM SPRINGS, Calif.—Marketers suggest following feelings when it comes to capturing—and holding—the attention of Gen Z consumers in a crowded content space.

Harley Block, senior vice president of brand partnerships at Viacom, said the next generation has enormous purchasing power of $44 billion per year. They significantly influence family purchases. Every day, Gen Zers watch six hours of content, including 68 videos, and check social media 100 times. And they’re mostly streaming YouTube and Netflix.

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