Business Management

Gen Z Brand Relationships: Authenticity matters

Provided by IBM

Category Business Management

Type Analyst Report

Publish Date July 21 2017


Born in the mid-1990s and beyond, Generation Z is estimated to encompass more than 2 billion young people. This group of burgeoning consumers is the first to be born entirely within the digital age, which means they have specific ideas about what they want, how they want it and how it should be delivered. To attract this generation and build loyalty, brands must provide opportunities for engagement and co-creation. Based on a survey of 15,600 Gen Zers between the ages of 13 and 21, as well as interviews with 20 senior executives, this report explores in-depth how brands can build strong brand relationships with this generation.

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