Advertisers focus on demographics. They want to make sure they hit their audience targets, usually based on age groups. But as generations shift, brands struggle to keep up with the changes in the characteristics of these distinct groups.

The latest generation brands struggle with is Gen Z (sometimes referred to as iGen). This generation is like no other, as they were born into a digital culture, being massively exposed to technology. Having access to an unprecedented amount of information, they are constantly researching.

 

Read the article from The Drum on how https://www.thedrum.com/opinion/2020/01/28/generation-z-upending-influencer-marketing 

 

In the article, Emile Tabor writes that brands must reinvent themselves in order to gain this generation's attention and interest. In order to do so, they need to align their values with that of the iGen's values and beliefs. Do you agree or disagree with this premise? Are you able to cite brands that have been either successful or unsuccessful in their approach to marketing to Gen Z?

Answer rating: 100% (QA)

I agree with the premise that brands need to align their values with the values and beliefs of Generation Z Gen Z in order to gain their attention and ... View the full answer