BXP - Vol 3 No 7 October 2019 - 17

THE DEBATE

17

How brand and marketing
experts can better reach
Generation Z
Shahla Hebets
Founder and CEO of Think Media Consulting and
author of What's Working Now? YOU-Centric Marketing
How are Gen Z consumers different from millennial
consumers?
Both millennials and Gen Zers bring inclusivity to
the table, but I would say that Gen Z's commitment
to inclusivity is that plus-plus-plus. This is a generation that's about inclusivity in every regard-whether
it's gender, race or sexuality. Furthermore, it's not a
tolerance or an acknowledgment of exposure. For Gen
Z, inclusivity is just the reality of their lives. Gen Z is a
very diverse generation.
Brands need to understand that this inclusive approach
is the way Gen Z looks at the world. They don't want
stereotypes. Gen Z is on the hunt for an openness that
doesn't devalue who they are by putting them in a
bucket. Their attitude is, "I'm unique."
This concept's challenging for brands because it's
difficult to apply to target marketing. The key is to go
back to the core fundamentals of asking, "Who is your
customer?" Know that your customer is somebody
who's very diverse and your customer is somebody
who doesn't want to be lumped into a bucket or a stereotype. This will force you to start to think of all your
brand communication- from imagery to messaging to
product-with the aim to be inclusive and also diverse.
Even brands like [the fashion show] FLUID or One DNA
or brands that aim to be gender-neutral have room for
improvement. Their brand positioning is largely about,
"We're putting our stake in the ground for gender
neutrality." What Gen Z wants is much more of, "Hey,
speak to me about the things that matter to me. I want
you to talk to me in a way that's unique. And then I

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BXP - Vol 3 No 7 October 2019

Table of Contents for the Digital Edition of BXP - Vol 3 No 7 October 2019

BXP - Vol 3 No 7 October 2019
Contents
Editor's letter
Chief Experience Officer Series: Chris Cornyn
Debate: How Brand And Marketing Experts Can Better Reach Generation Z
Active & Intelligent Packaging Technology Trends
The toolbox
Index of advertisers
The list
BXP - Vol 3 No 7 October 2019 - Intro
BXP - Vol 3 No 7 October 2019 - BB1
BXP - Vol 3 No 7 October 2019 - BB2
BXP - Vol 3 No 7 October 2019 - BXP - Vol 3 No 7 October 2019
BXP - Vol 3 No 7 October 2019 - Cover2
BXP - Vol 3 No 7 October 2019 - 1
BXP - Vol 3 No 7 October 2019 - Contents
BXP - Vol 3 No 7 October 2019 - 3
BXP - Vol 3 No 7 October 2019 - 4
BXP - Vol 3 No 7 October 2019 - 5
BXP - Vol 3 No 7 October 2019 - Editor's letter
BXP - Vol 3 No 7 October 2019 - 7
BXP - Vol 3 No 7 October 2019 - 8
BXP - Vol 3 No 7 October 2019 - 9
BXP - Vol 3 No 7 October 2019 - 10
BXP - Vol 3 No 7 October 2019 - 11
BXP - Vol 3 No 7 October 2019 - Chief Experience Officer Series: Chris Cornyn
BXP - Vol 3 No 7 October 2019 - 13
BXP - Vol 3 No 7 October 2019 - 14
BXP - Vol 3 No 7 October 2019 - 15
BXP - Vol 3 No 7 October 2019 - 16
BXP - Vol 3 No 7 October 2019 - Debate: How Brand And Marketing Experts Can Better Reach Generation Z
BXP - Vol 3 No 7 October 2019 - 18
BXP - Vol 3 No 7 October 2019 - 19
BXP - Vol 3 No 7 October 2019 - Active & Intelligent Packaging Technology Trends
BXP - Vol 3 No 7 October 2019 - 21
BXP - Vol 3 No 7 October 2019 - 22
BXP - Vol 3 No 7 October 2019 - Index of advertisers
BXP - Vol 3 No 7 October 2019 - The list
BXP - Vol 3 No 7 October 2019 - Cover3
BXP - Vol 3 No 7 October 2019 - Cover4
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