The myths about Marketing to Gen-Z can sink your brand — that’s why I wrote a book about it. Separating myth from fact will allow the savvy brand leader to seek the intersection of things “true to their brand” that are important to the Gen-Z buyer. Beyond how this cohort impacts trends from technology to food culture, Gen-Z is impacting brand behavior as well. In these uncertain times, winning with this generation requires truly understanding what they want, need, aspire to—as well as what they expect your brand to do to make society stronger.
With this in mind, I sat down with Victoria Sakal, managing director of brand intelligence at Morning Consult, for more on how to connect with Gen-Z in today’s environment, based on their latest research into the world’s most powerful generation.
Jeff Fromm: Tell us a little bit about the Gen-Z Most Loved Brand report. What inspired you to do the Gen-Z study? What aspect of the data surprised you the most?