Brands Dropped the Ball Marketing to Millennials, but There's Still Hope for Gen Z

Opinion: Waiting until teen consumers are financially independent could be detrimental

Teen consumers have gone largely ignored and underserved by marketers, most of whom favored the “wait until they have money and independence” approach over the “engage early” mentality. The unfortunate truth for these marketers is that the millennial generation and their early access to devices, social media and the resulting influence from both became the first generation to consume early and often. By the time many brands came to this realization and were armed and prepared to engage, they were stuck in an endless game of catch-up or had missed the boat altogether.