How to Reach Gen Z in 2020—Beyond Authenticity

One marketer says a gaming strategy is a must

Gen Zers—who count the Parkland kids, Greta Thunberg and Zendaya among them—are intriguing to the rest of us. Throughout 2019, Adweek dedicated coverage to understanding the next cohort of consumers: from an infographic to visualize their phone habits, a podcast dedicated to their entrepreneurial rise and a video series featuring 18 Gen Zers addressing our most pressing questions about them.