4 Ways Your Business Can Relate to the Growing Gen Z Audience

Opinion: Where is the right balance between persuasion and authenticity?

Generation Z has built a reputation as hard-to-reach consumers, and that’s problematic for marketers attempting to target the largest generation, accounting for 26 percent of all people in the U.S.

It’s not that Gen Z are somewhere far out in obscurity—social and smartphones are all they have ever known. They don’t “go online”—they just are online. Perhaps it’s this intuitive understanding of digital technologies that has turbocharged their “BS” filters.

Growing up in a virtual world of nonstop targeted advertising, influencer marketing and social media campaigns probably makes you even more aware of what is real and what simply appeals to your beliefs—and, of course, what doesn’t appeal to them.

Here, in short, is the crux of the problem: Most advertising is biased.

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