Market figures show that younger, legal-drinking-aged Gen Z consumers are turning away from alcohol more and more. “It ...

Gen-Z brings a new set of expectations to the brands they engage with. According to an article published on Ad Age, engaging this demographic requires a balance of cultural sensitivity and boldness .

Brands winning with Gen Z are investing in user-generated content as foundation. They are prioritizing micro-creators, lived credibility and building creator networks that double as brand advisory ...

Core Brand Values That Attract Gen Z. To attract Gen Z, brands must highlight their commitment to societal challenges such as diversity, environmentalism, sustainability, climate change and world ...

Veteran brand strategist Deb Gabor, founder of Sol Marketing, posited another reason why younger consumers build trust differently than older ones. Gen Xers and boomers judged brands based on how the ...

For brands trying to tap into the Gen Z market, a genuine connection is everything. Raised on digital platforms, hyper-aware of marketing tactics, and drawn to authenticity over aspiration, ...

Specifically, Gen Z is a moral bunch and prioritizes transparency, especially from health and wellness brands. That means Gen Z-ers are paying close attention to ingredients, sustainability, and ...

Ad Age Datacenter analyzed findings from The Harris Poll’s QuestBrand, a brand management software tool, which ranked the 25 brands with the highest brand momentum among Gen Z consumers.

The findings include several notable trends researchers have clocked among Gen-Z beauty consumers: 1) Makeup brands are seeing a rise in engagement, while skin-care brands are losing their edge a bit.

Gen Z could account for nearly a third of luxury purchases by 2030, Bain reports. Yet, after COVID-19, many brands neglected younger consumers to focus on the uber-wealthy. Experts say they must ...