CEO & Chief Play Officer
PlayScience, PlayLab, & Sandbox
Gen Z is unlike any other generation we've encountered - and that has its opportunities and challenges! Find out what drives them to consume, create, and champion brands and ideas; and how organizations will have to change to meet their needs and desires.
Business Development Director
Gen Z has sky-high expectations for brands' social and environmental impact. Eighty-nine percent say they've switched brands because of a company’s commitment to impact. And while many brands value corporate responsibility, they're missing the mark on reaching, engaging, and activating younger audiences around their social and sustainability programming. In addition to being phenomenally successful at engaging young people in effecting social change, DoSomething.org has forged connections for brands such as American Express, H&M, JetBlue, Toyota and others with Millennials and Gen Z. Samra will share a Case Study to illustrate how brands effectively engage with Gen Z by creating a resonating call to action, meeting young people where they are, and providing resources to promote success.
Gen Z isn’t just a new generation. They’re the most socially connected, diverse, hyper-aware group brands have ever marketed to, or at least attempted to market to. They value authenticity. They’re leery of advertising. They adapt to change -- and will force companies to do the same. Making relevant messaging and creating experiences that live up to their expectations means adapting to a new marketing playbook -- one that Gen Z is writing right now.
Join this session to get an inside look at that playbook. Learn how to break through the buzzwords and speak their language. How to become an organic part of their everything everywhere digital lives. And understand how, in a world where Gen Z can sniff out (and will call out) the superficial, marketers can be the conduit to the things Gen Z values most.
Founder & CEO
The Family Room
We invite you to come to this conference prepared to have old assumptions challenged and a new set of doors opened for marketing and new product innovation that speaks to the Gen Z heart, not just its head.
VP, Cultural Strategy
Sparks & Honey
Growing up in the shadow of global meltdowns, Generation Z are used to instability. Born in 1998 and after, they know the world could change in an instant. They’re saving, and planning for a paycheck in 10 years. Witnessing their Millennial siblings flail, Gen Z have resolved to do things differently. Intrigued and challenged by the world, they’re constantly searching for ways to hack life and work. Resourceful, creative, humble – and always connected – Gen Z possesses the inner engines of a startup.
But what will Gen Z be in 2025? Drawn to perpetual reinvention, Gen Z will explore non-linear, overlapping paths of education and work. The majority of Gen Z expect to have multiple careers before they hit 30. They will live in their own algorithm, becoming experts in the obscure with carefully curated digital personas. But in an instant- everything existence, tomorrow’s grownups will have to find new ways of coping; digital detox will become their new therapy. If it doesn’t work, Gen Z will find a way to fix it.
Their world view will be we-focused, not me- focused. A desire for privacy will underline their love of all things that eventually self-destruct. The watchful eye of data will seek to find a hiding Gen Z. And exposed to the breakneck speed of culture, Gen Z will mark the end of generations as we know it. Meet Gen Z, the Final Generation.
Vice President, Client Strategy
Vice President, Client Strategy
Today’s rising Gen Z cohort comprises our most connected and tech-savvy generation yet. Born into the age of the maturation of the Internet and social media, they’ve never known a time without text messaging, YouTube videos, Instagram, and streaming Netflix. As they come of age as consumers and become influencers over the coming years, their intuitive digital fluency, along with their constant immersion and mastery of both technology and social media will dramatically shape their consumer behavior and decisions. During the Marketing to Gen Z Conference, Lorianne Lacey and Kelly Palmisano of Influence Central will share an in-depth, trend-spotting look at what influences, inspires, and motivates this Gen Z cohort - and how marketers will need to engage the influencers of this generation.
Senior Vice President
We’re so often hearing that the newest generation are social media natives, and that their multiculturalism unites them, among a host of other assumptions based on their lineage and current events. Using our syndicated data going back to 2009, we compare Gen Z to the generation of Millennials before them - and uncover the surprising truths about our newest consumers.
Managing Director, Global Strategy + Insights
Today's youth is vastly different than past generations, and are growing up with new expectations across categories. This empowered generation wants a new "relationship" with brands - connecting as a "best friend." The challenge for brands and organizations to connect swiftly with these influencers is large and complex. Getting to BFF will explore global research, The Human Project, that examines core values, hopes, fears and motivating behaviors across multiple lifestyle categories. It will uncover rich insights pertaining to friendship, leadership, purpose and a new 'happiness equation,' and provide answers to what compels this outspoken audience to evangelize brands.
Managing Director and Senior Research Analyst
Creating brand fan communities is no longer about dollars and megaphones. It may start with a quiet authentic moment that leads to a digital spark, and erupts into a viral wildfire. Modern brands are shouting less, whispering more, and listening...yes, listening before responding.
In this session, Conor Begley of Tribe Dynamics joins Steph Wissink of Piper Jaffray to unpack the journey consumers take to discover, explore, evaluate, experiment, purchase, and share. Gen Z consumers are among agents of change, calling on retailers to rethink their position in the value chain. Today, retailers offer transitional venues. Tomorrow's successful retailers will need to embrace this new pathway in order to be viewed as integral in the brand building process...or risk being bypassed all together.
SVP, Strategic Planning
For today's brands, creating meaningful experiences matter more than ever before. Developing authentic connections, through programs that meet the needs of consumers and make a difference to the organization providing them, requires careful planning and deep strategic insight...Lowe's Build and Grow program was developed and continues to flourish by abiding by sound principles of kid experience and entertainment, while keeping a close eye on this brand's relationship goals. In this case, find out how this program taps into the power of product, and leverages Millennial and Gen Z's love of learning, from conception through to execution.
In this session, Jose Villa presents findings from the new We Are Gen Z Report which provides a glimpse into the cross-cultural world of Generation Z and looks at where life will take them next. This comprehensive report from Sensis explores a wide range of topics influencing this group of young individuals. This first wave takes a holistic approach to understanding who Gen Z is as they relate to brands, society, technology, social media, others, education and themselves. Respondents surveyed ranged from ages 11-21. In order to gain a comprehensive understanding of this group, individuals of varying ethnic groups were recruited including, Hispanic, Asian, African American and Non Hispanic White.
Born Z & Gen Z Brand Consultant
Generation Z has a purchasing power of 44 billion dollars, but an additional 600 billion dollars of influential spending power. So all brands, whether targeted at teens or adults, should be conscious of staying relevant with this demographic because of their extraordinary household influence. The very definition of "brand" is in a new iteration and therefore Gen Zers aren't really loyal with any of them. One day a brand can be the biggest talk of the town and the next day be completely irrelevant according to its virality in social media.
Big Brands need to think like Silicon Valley startups that are trying to make it; they need to constantly iterate and be validated through different mediums in order to create a rapport with the younger generation. If they don't, the same thing that happened to a brand giant like Kodak will continue to happen to many other iconic big box brands.