Gen Z Is Resilient and Honest, and They Expect the Same From Brands

The same old tactics won't win the hearts and wallets of the youngest consumers

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In Moneyball, Brad Pitt’s baseball general manager Billy Beane uses a new way of assembling a winning team, telling his staff, “Adapt or die.” As marketers, we subscribe to that ethos, but evolving is now more challenging than ever. A Gen Z tsunami is coming, and most brands aren’t ready.

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This story first appeared in the Aug. 8, 2022, issue of Adweek magazine. Click here to subscribe.