LATEST DEVELOPMENT
Marketing leaders from OMD, Philips, and Burberry reveal how Gen Z preferences are transforming brand strategies across all age groups, not just younger audiences.
INDUSTRY TALK
"Gen Z isn't just influencing their peers—they're shaping the behaviors of older generations. They want to express themselves differently, and they're showing millennials and even boomers how to embrace self-expression in new ways."
ADAGE
KEY INSIGHTS
Gen Z expectations reshaping marketing:
Demand for brand authenticity beyond marketing speak
Social platforms as primary search engines
Educational content with entertainment value
Community and cultural participation
Experiential, shareable brand moments
SUCCESSFUL APPROACHES
Brand strategies seeing results:
Philips' humor-driven celebrity partnerships
Tinder integration for dating confidence
Burberry's exclusive Night Bar activation
Influencer authenticity prioritization
Real product experiences over traditional ads
OMINCHANNEL EVOLUTION
Shifting marketing fundamentals:
Social-first shopping experiences
Data unification across touchpoints
Unified measurement approaches
Cultural relevance beyond product focus
Blending digital and physical experiences
THE BOTTOM LINE
As Gen Z's expectations for authenticity, creativity, and community influence older demographics through a "halo effect," brands that adapt to these preferences are creating more meaningful relationships across their entire customer base.