What Marketers Need to Understand about Gen Z and Millennials
Marketing Against The Grain
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Gen Z's Brand Affinity and Authenticity in Marketing
This chapter explores the love Generation Z has for brands like YouTube, which is primarily driven by user-generated content and peer trust. It discusses the shift away from traditional branding methods towards influencer marketing and authentic engagement, emphasizing the importance of building trust with modern audiences. The conversation further highlights the impact of digital platforms on creativity and purchasing behaviors, particularly among Millennials, and the need for brands to adapt to these evolving dynamics.
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