How to Communicate With a Gen Z Audience

We found that consumers disengage with brands if they're not relevant. So Samsung's lucky enough to be totally a household name. It's a legacy brand. How do you manage that balance of being around, but keeping your messaging fresh and genuine? What kind of procedures are put in place to ensure that you're on point? A couple of years ago, it became obvious that Gen Z have a different way of perceiving brand communications. And so what we decided to do was to employ Gen Z as the entire team,. We built a future generation team. They edit everything themselves so they're kind of their own studio.