Winning with Gen Z: How brands can reach out to this huge market

While most brands are still rooted in physical experiences, marketers must realise that Gen Z – a very important demographic – discovers friendships and brands in a different way.

More than any previous generation, Generation Z or Gen Z wants to be involved in the ideation and curation of culture-led participatory moments with the brands they care about.

Reid Litman, Ogilvy Consulting’s global consultant of futuring and author of “For Gen Z, brand is what you share, not what you sell”,  said that from a market size standpoint, Gen Z – the demographic born from 1997-2012 – has the largest purchasing power the world has ever known.

Litman said: “Gen Z now makes up 40% of all global consumers. By 2031, their income will reach US$33 trillion, surpassing that...

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