2023 Gen Z Marketing Field Guide: How Going Niche Can Help Brands Connect with Gen Z (and everyone) to Win in a Rapidly Changing World
NEW YORK, Nov. 15, 2023 /PRNewswire/ -- If Gen Zers, those born between 1997 and 2012, are defined by a single attribute, it's that their fluid sense of individuality makes them harder to pin down than their older counterparts.
- Horizon Media's report uncovers new Gen Z subcultures and outlines how brands can build their own "cheat code" to Gen Z relevance.
- The Gen Z Field Guide: A Marketer's Manual for Following the Niche Over the Norm, published by Horizon Media, provides a comprehensive yet simple approach to connect with Gen Z's seemingly contradictory nature.
- "Our report found that Gen Zers are transforming into active participants, not just passive observers within their communities.
- "Brands that see social as the driver of culture and consumption, connect by going niche, and take a social-first approach regardless of channel will win with Gen Z and the audiences they influence."