Youth Insights, Expert Commentary, & Agency Culture
Brand Relevancy With Gen Z: It’s About Hyper-Segmentation and Relatability

Brand Relevancy With Gen Z: It’s About Hyper-Segmentation and Relatability

As one of the key speakers at the AMA’s (American Marketing Association) Art of Marketing Conference. Our Chief Engagement Officer, Gregg Witt, was stopped for an impromptu interview in the lobby with AMA CEO, Russ Klein. This brief conversation highlights how brands and marketers are successful with reaching Generation Z peer to peer marketing. For the full interview, watch the video below.

Excerpts from interview:

"Don't market to me, bro!" That's what consumers 19 and under are saying to traditional brand marketers, according to Gregg Witt, chief engagement officer of Immersive Youth Marketing, a San Diego-based marketing agency.

Gen Z consumers have been raised on social media and community, and instantly distrust any brand voice that's not perceived to be authentic, Witt says. Co-creation is key to connecting with this age group: "The primary way to connect to Gen Z is peer to peer, really involving them in your brand, your product development, and marketing. Making them feel part of."

According to Witt, brands should think in terms of building relationships, but that means letting go of control, which is a difficult concept for traditional brands to adopt. "Relatability is the authenticity of today," Witt says.

To find out more about the AMA click here.
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