Future Consumer

As business leaders begin to set course for 2023, they face more uncertainty than ever – a perhaps preposterous statement considering the last three years. Economic downturn is crunching budgets, a distrusted media landscape is clouding judgment, and cultural pressures to “get it right” have never been higher.

Reach Agency CEO Gabe Gordon shares his thoughts on how small- and medium-sized brands can approach “dipping their toes” into working with TikTok influencers, sharing a three-step process for getting started, growing, and eventually owning the channel.

Besides the fact that the app is more ideologically similar to gen Z's wants, the app has reached "3.3 million downloads globally in Q1 of this year, a 390 percent jump from Q4 of 2021, according to data.ai. It sits in the No. 1 spot for free apps in Apple's App Store," as reported by Marketing Brew. These numbers are telling an important story: Gen Z is tired of promoting stilted selves.

Devra Prywes, global head of marketing and insights at SuperAwesome, cites data that says young gamers actually don't mind when brands come into the gaming space, just as long as the brand is creating an experience that is additive to the game.

The NFL is on a mission to be the most youth-focused, community-driven sports league across the globe. In this video, learn how the NFL is strategically meeting gen Z fans on their terms through storytelling, partnerships with talent and creators, and development of innovative experiences within the metaverse.

Tinder’s Kyle Miller and 72andSunny L.A.’s Kelly Schoeffel reviewed the development and execution of Tinder’s award-winning “Swipe Night” activation, providing key takeaways and insights they learned along the way.

Research analysis that takes a closer look at foot traffic patterns of the elder Gen Z population (18-24) based on various life stages, lifestyles and geographies, aimed at helping brands and marketers identify and distinguish these unique and digitally savvy consumers.

Mallory Russell discusses the types of educational and informational content her brand is producing on YouTube to help create better connections with the prized gen Z audience.

Who is gen Z? How are brands marketing to this generation?

Vanguard Financial Advisor Services created an integrated, multichannel campaign that provided financial advisors with an ecosystem of relevant content highlighting challenges, opportunities, and potential solutions behind the $68 trillion wealth transfer from baby boomers to their children and grandchildren.

Wunderman Thompson Intelligence released a new report exploring emerging trends in inclusion, revealing a powerful role for brands.

How are marketers optimizing their personalization strategies, and how do consumers feel about them?

COVID-19 caused a significant category-wide decline in in-store traffic, with consumers spending more time engaging with a brand’s digital presence, ordering delivery, and spending more time on social in general - with TikTok playing a starring role. We needed to generate #FOMO for the brand to drive traffic back in-store once COVID-19 receded. To do so, we worked with 24 up-and-coming TikTok stars to act as hype machines to welcome the world back to Denny’s, co-collaborating on unique menu items and social/digital content to drive urgency among their social communities and re-ignite crave for our food.

An environmental activist, social entrepreneur, and artist, 22-year-old Maya Penn has already launched a sustainable fashion brand and a related nonprofit organization, among other noteworthy accomplishments. She shares her perspective on how brands can best weave purpose into their business and speak to the concerns of gen Z.

While many brands are embracing LGBTQ+ inclusivity in their marketing, tackling gender nonconformity authentically can still present a challenge or missed opportunity for some. However, this is a necessity for brands existing in the now and moving into the future gracefully.

Gen Z drives much of the cultural conversation on social media. This audience grew up in a different world as digital native internet users. Gen Z is the most diverse, culturally fluid generation, and they question everything.

In this webinar, learn about the rising expectations younger multicultural consumers have when it comes to brands and a brand’s role in social justice movements, what is driving brand authenticity, and how can brands can be seen as credible accomplices.

The new kids on the block are generation Alpha, kids born after 2010 to predominantly millennial parents. Following their gen Z predecessor’s footsteps, they are already heavily immersed within the digital world and were born with screens all around them. The resources here discuss some of the ways CX will evolve in 2022.

Jack Daniel’s recruited the help of the Drag community to create a reality series celebrating Pride outdoors.

Healthcare company Highmark produced and distributed 1.3 million fashionable masks. Over 11,000 schools and businesses received free Personal Protective Equipment (PPE) and guidance.