Marketers Must Rethink Their Approach For Gen-Z Consumers

As the end of the year approaches, it’s time for predictions for the coming year, and Kantar Millward Brown have weighed in with their thoughts on how companies  will have to market to Generation-Z, the post-Millennials group. This group wants creative content led by mobile, and marketers will have to create strong brand experiences for them, including sophisticated and brand-centric programmatic targeting, rather than more intrusive media that risks ad blocking. Kantar Millward Brown provides six takeaways: brands will re-think for the digital space, emphasizing issues such as authenticity and transparency; brand experience is increasingly key; content marketing will gain momentum, particularly on mobile, with marketers innovating and experimenting in content and formats; advertisers and their agencies will need more sophisticated and blended targeting approaches to drive brand effectiveness; the advertising industry will be forced to respond to ad blocking; and advertisers and agencies will be given more opportunity to leverage media synergies.