• Reaching Generation Z
    With lower attention spans and higher media exposure, brands will need to cut through the clutter to draw Gen Z's to their ads. (Generation Z, also known as "post-Millennials," commonly refers to the cohort of individuals born after 1996.) Marketers might need to refresh their ads more frequently for this group than any other generation. To get their attention, marketers can also attach their ads to exclusive content preview clips for new movies or game highlights from major sporting events.
  • Keep It Short, Keep It Real, And Turn Up The Music
    Just when advertisers felt they'd mastered the Millennial generation, along came a new challenge. Gen Z - people born in the late 1990s and now roughly ages 13 to 17 - is the new holy grail for marketers.
  • How Do Brands Win In Messaging? Be A Buddy, Not A Burden
    What if we hired 10,000 people to run through malls and city streets, screaming our brand names in teenagers' faces?
  • The Evolution Of The 'Side Hustle' And How Gen Z Amps It Up
    What's a side hustle? As a Millennial, I'm no stranger to peers who focus their energies on passions beyond their day jobs. Playing or writing music, making videos, baking cupcakes or blogging have become popular Millennial side hustles, which offer creative outlets aside from today's insecure "traditional career paths" in an underwhelming job market.
  • Hold The Phone
    The first iPhone was announced and hit shelves way back in 2007-before the term "Gen Z" had taken hold-launching the world into an era of always-on digital connectivity. Fast-forward nearly a decade and the iPhone is still the gold standard of smartphones, despite vastly increased competition in the industry.
  • How 'The Art Of Surprise' Can Launch A New Product
    What do Frank Ocean, Louis CK and Beyonce have in common? This year, they all surprised their young fans with major new releases. Last month, Frank Ocean ended a four-year wait by casually dropping two albums, one visual (Endless) and the other musical (Blonde). In January, Louis CK stunned fans by debuting a new TV series online, "Horace and Pete." And Beyonce is definitely the queen of surprise, dropping two unannounced visual albums (Beyonce in December 2013, and Lemonade this April), before doing a hush-hush, extended performance at the MTV VMA's last month, which brought down the house.
  • Teens Follow The News, Too, Just Not The Same Way You Do
    When we think about how teens spend their time, a lot of us imagine them face down in their devices, vegging out on the couch, or, increasingly, a little bit of both. That image isn't totally askew; after all, recent research shows that teens 13-18 spend almost 9 hours a day consuming media.
  • Hey, World, Slow The #%*& Down!
    Let me let you in on a little pet peeve of mine: Rushing the end of summer. You know who is the most guilty of this? You are. Yeah, sure, marketers want to get in front of customers early and often and that's totally cool, but talking about back to school in July is a little too much. But it gets worse. My local grocery store has end-caps up for Halloween. In August. Seriously, can we ratchet things down a little and let summer roll on at its normal lazy pace?
  • The Youth Vote
    We're in the home stretch of the 2016 election, and it's not just the Presidential candidates working on their campaigns. Brands from all categories, from automakers to fast food chains, are capitalizing on this spike in public interest around politics with ads that reference issues and poke fun at the political circus.
  • Today's Teens Keep It Clean
    Every generation is faster-living than the one before it. The rise of digital, mobile and social media has fueled an explosion of high-risk behavior. And with drug culture permeating society, teens are using controlled substances more than ever before.
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