Gen Z is already influencing how people watch, shop, and search, and their spending power is forecast to grow 4x by the next decade.
No wonder marketing and business leaders worldwide are chasing the next growth audience, from luxury houses and tech companies to supermarkets and sports brands.
Yet pinning them down is harder than it looks. Some marketers swear by generational analysis as the solution, while others sense it has lost its lustre. Both groups land on the same question: Is Gen Z a distinct audience a brand can build around, invest in, and trust to deliver returns? Or has a useful shorthand quietly become a fiction that hides a messier truth?
Drawing on insights from GWI's global consumer data, you will discover:
• What fuels the chase for Gen Z attention? • How closeness to the audience distorts strategic judgement. • How AI inherits and amplifies a partial view of Gen Z. • Where the Gen Z label holds up and where it breaks down. • Five rules to escape the generational marketing trap.
Whether you defend generational marketing or doubt it, this report sharpens how you use it. You leave with the tools to find the audiences that fit your products, your markets, and your commercial goals.
The right message reaches the right people when the audience definition is built on something more substantial than their birth year.