How to Connect with Gen Z: Top Insights from Marketing Leaders

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At Ad Age’s NextGen Summit, marketing leaders reveal key strategies for engaging Gen Z, from building authentic brand stories to creating viral moments.

Gen Z, now the largest consumer group, has become the prime target for marketers, but reaching them requires more than just traditional methods. At Ad Age’s NextGen Summit, leading marketing experts shared insights on how brands can build meaningful connections with this digital-native generation.

Among the most valuable strategies: establishing brand lore. Gen Z craves authenticity, and stories that tap into a brand’s origins or mission resonate deeply. “They want to connect to something real,” said one speaker. This means crafting narratives that not only explain what a brand does but why it does it, fostering an emotional bond.

Another key takeaway is the importance of making viral moments replicable. Gen Z is driven by culture and trends that spread quickly across social media. To capitalize on this, brands need to create content that isn’t just timely but can be reshared and repurposed, turning spontaneous viral hits into sustainable long-term engagement.

Finally, experts emphasized that offline interactions still matter. While digital engagement is a given, face-to-face experiences—whether through pop-up events, brand activations, or in-person collaborations—remain crucial. These moments, they argue, provide authenticity and tangible connection that online interactions alone can’t replicate.

Incorporating these insights, brands can better navigate the shifting landscape of Gen Z marketing and build stronger, more lasting connections with this influential demographic.

As Gen Z continues to shape consumer trends, marketers must evolve their strategies to stay relevant. Authenticity, adaptability, and offline engagement will be key drivers of success.