Brands Need to Keep Gen Z’s Changing Priorities in Mind or Risk Isolating Them as an Audience

Friendship and a sense of community are immensely important

Gen Z's priorities center around their friendships. Getty Images

Like the many generations of teens that came before them, Gen Z are social creatures. Developing friendships and building a community outside the family ecosystem is, and likely always will be, as important to the survival of any teen as the food they eat or air they breathe. But what may be less well understood are the astonishing changes that have occurred over the last three years in what friendship and community mean to Gen Z, the emotional rewards they now seek from these relationships or the doors these new emotional realities open for brands, social media platforms or content producers.

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@FamilyRoomllc George Carey is CEO and founder of The Family Room, a strategic research and brand innovation consultancy.