How to Reach Gen Z in 2020—Beyond Authenticity

One marketer says a gaming strategy is a must

Photo composites of woman wearing skullcandy headphones, FaZe Clan logo, spotify on mobile, and man wearing skullcandy headphones
Brands should focus on consistent, quality content—but not overpolished creatives, according to one marketer. Illustration: Trent Joaquin; Sources: FaZe Clan, Spotify, Skullcandy

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.

@klundster kathryn.lundstrom@adweek.com Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.