In this episode we turn our attention to Gen Z - the digital-first generation that many marketers are still learning to connect with. Stacy and Sena chat to Anesu Malisa, Samsung Africa’s Gen Z Marketing Lead, and Yasmin Kathoria, head of Brand Growth Strategy at Kantar.

We discuss the importance of connecting with Gen Z, the characteristics and values of these consumers, and effective marketing strategies for connecting with them. Anesu and Yasmin talk about how to avoid falling into stereotypes and the importance of creating authentic brands that are timeless yet timely, and progressive yet original.

In this episode we discuss:

• The types of content and formats that resonate with Gen Z.
• The importance of authenticity, consistency, and relevance in marketing to Gen Z.
• Aligning with the personal brand and lifestyle of Gen Z consumers.
• The role of influencers and the importance of choosing influencers who align with the brand's values and have a genuine connection with their community.
• Why Apple’s ‘crush’ advert failed to engage Gen Z, and Samsung’s response that ‘creativity cannot be crushed’.
• A brand’s meaningful difference and addressing sustainability in marketing to Gen Z.

*This episode is produced by Laura Rapson

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