Creating a New Gen Z Strategy

Creating a New Gen Z Strategy

Sign up for the Vogue Business newsletter to stay informed on the latest luxury news and insights, as well as receive exclusive membership discounts. The traditional marketing funnel has been disrupted by Gen Z, causing brands to navigate through uncertainty and embrace new, unconventional strategies to connect with this demographic. At a recent Vogue Business and Archrival event in Austin, Texas, Ben Harms and Alice Yu shared insights on the Gen Z playbook with senior innovation editor Maghan McDowell, highlighting the need for brands to adapt to the preferences and behaviors of this generation.

Harms, chief growth officer at Archrival, challenged assumptions about Gen Z and presented data from a recent Vogue Business report that outlines key differences between Gen Z and millennials. Despite reports of influencer fatigue, where consumers are becoming disenchanted with influencers promoting products, Gen Z actually looks to influencers for trends more than millennials do. According to Archrival research, 51 percent of Gen Zs believe social media influencers create new trends, compared to 36 percent of millennials.

Gen Z, being the first generation to grow up with social media, is more discerning and can quickly detect inauthenticity. Influencers who resonate with Gen Z are those who are relatable and authentic, rather than those who follow a traditional pay-to-play model. This shift in trust from brands to individuals has led Gen Z to believe that trends stem from people like themselves, rather than from traditional marketing tactics.

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