How marketers can engage Gen Y and Gen Z: Insights from BuzzFeed

This event report offers insights into reaching Gen Y and Gen Z consumers, and is based on research from BuzzFeed, the online media platform.

Marketers aiming for Gen Y and Gen Z audiences should swear off demographic targeting and, instead, seek to connect with individuals who define themselves in fluid, role-busting ways.

"Niche, weird, and one-off identities are the new drivers of the mainstream," explained Nick Lanzafame, Director/Strategic Insights and Data Standards at BuzzFeed, the online media company. "It's the norm to be radical."

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