Gen Z demands advertisers give them content they can create with, says Direction First
“Generation Z is absolutely driven by efficiency,” said Erica van Lieven, managing director, Direction First in her presentation today What Gen Z Really Thinks About Your Brand at Mumbrella 360.
Direction First call Gen Z the ‘post-marketing generation’. The agency conducted an exclusive study for 360 into the habits of Gen Z which found that financial stability, innovation, sustainability, equality and efficiency are among the market’s most important values.
Incorporating these elements into marketing strategies is imperative to a successful advertising campaign, claimed Direction First’s insights director, Matthew Jorgenson, who co-hosted the seminar with van Lieven.
Best laugh I’ve had all week.
Was this article part of a deal?
Hi Danon, There was no content deal or agreement for coverage, only an effort to cover as many seminars as possible over the two days so we can publish the results of the discussions.