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Born into the digital era, Gen Z is the first generation to be fully immersed in a world of smartphones, social media, and constant internet access. Because of this, they have higher expectations when it comes to digital marketing and advertising interactions. This cohort makes up 27% of the U.S. population, and will soon become the largest group of consumers with significant buying power (Insider Intelligence).

Brands marketing to Gen Z should prioritize meeting their media preferences, directly communicating to them without abandoning key channels for existing customers. In this article, we will discuss the values of Gen Z and how to best align your marketing strategy with those values.

Authenticity matters, not perfection

In a crowded media landscape, brands often compete for consumer attention with flashy creatives and mass media placements. With a “best foot forward” mentality, brands can get caught up in trying to show consumers the perfected image of their offerings. However, Gen Z consumers often ignore this type of content because it’s not relatable or different. They care heavily about a genuine showcasing of a brand’s values and offerings. They want to understand why the product matters, not just why they should buy it.

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