Covid-19 Is a ‘Generation-Defining Moment’ for Internet-Obsessed Gen Z

Younger people have different expectations of brands

overhead shot of a laptop with three hands pointing to the screen
Gen Z is not just comprised of digital natives, according to a new report. They simply never sign off. Unsplash

As the first digitally native generation, marketers have known for years that connecting with this cohort of young people would be different than millennials or Gen X. But that still hasn’t stopped many brands from marketing to Gen Z as more online versions of their predecessors—like they’re “millennials 2.0,” said Jason Dorsey, lead researcher at the Center for Generational Kinetics (CGK).

@klundster Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.