Darren Ross

Articles by Darren All articles by Darren

• Gaining Access to Gen Z's Invite-Only Club in Marketing Insider on 01/25/2018
  

  Generation Z, the "digital savvy since birth" younger siblings of Millennials, are quickly becoming a significant consumer audience for marketers, but the expected route to reach these consumers is not yielding the desired results. This demographic is expert at tuning out advertising and marketing messages. Brands continue to try to reach this coveted group with TV commercials, but these teens and younger millennials stream right around them. You would think digital ads might work, but if they are not completely real and relevant, forget it. This group will block them. And print? No way - they're not even in the same room with a print version of anything.

• Keep (Brand) Love Alive With Gen Z: It's All About Trust in Engage:Teens on 04/05/2017
  

  Were you ever certain you'd found love at first sight, only to find out that the more you learned, the object of your desire wasn't what you expected? Similarly, brands are spending increasing resources to catch Generation Z's eyes, but if the wooing doesn't have substance and brand truth behind it to form an authentic relationship, then all efforts are wasted. In the era of "fake news" and a loss of trust in corporate and political institutions, brands need to be honest and transparent about who they are and what they offer to constantly prove themselves trustworthy to this critical audience of 70 million.

• Spark (Brand) Love At First Sight: Show Your Human Side in Engage:Teens on 03/30/2017
  

  Generation Z may be populated by digital natives, but their attachment to devices isn't about the coolest tech. It's about online experiences and constant connection - not only with friends and family but with anyone in the wider world, including brands. Gen Z understands with more clarity than prior generations that brands are populated by real people.

• Gen Z: Throwback Thinking In A Digital Age in Engage:Teens on 02/08/2017
  

  The newest insights on Generation Z aren't stemming from this demographic's status as digital natives, the ease with which they leap between apps and platforms, or their lightning-fast swiping talents. It's often overlooked that for all their techno-savviness, this generation - 25% of the U.S. population alone - is also navigating similar economic and global political questions as the ones faced by their great-grandparents. The high value they place on relationships, along with consumer savviness and a willingness to take on hard work are the results of the pressures they face, possibly putting their parents' generation to shame.

• Reality Check Of The Gen Z Data Hangover in Engage:Teens on 12/29/2016
  

  Gen Zs will be the first generation with a stream of data tracking them from cradle to grave. From sleep monitors to calorie and location trackers, parents will be able to monitor their child's every move. There are some clear benefits to this: Peace of mind that your child is healthy and developing at a normal pace, and knowing your child is not in the wrong place ... whatever "normal" and "wrong" may be.

• Don't Be Dismissed As A 'Me, Too' Brand By College-age Consumers in Engage:Teens on 09/29/2016
  

  When there are social media channels dedicated to mocking brands that are shoehorning terms like "bae" and "on fleek" or co-opting the latest trends into marketing efforts, you know you'd better be careful when reaching out to the college audience. And if your team is diving into Google to search slang terms to find out what they mean in the first place, a word of advice: don't.

• Are Gen Zs THE Ultimate Drivers Of 'Conscious-Culture?' in Engage:Teens on 06/30/2016
  

  Companies driven by the mantra of "doing well by doing good," a bandwagon many jumped on in recent years, seem poised to be sweetly rewarded by connecting more successfully and emotionally with Gen Zs (post-Millennials, born after 1995) than with prior generations.

• The 'Offline' Connection: Brands' Moment Of Truth In Reaching Gen Zs Online in Engage:Teens on 03/31/2016
  

  Understandably, brands have been growing their digital media spends and getting on board with the latest social media platforms to reach today's digital-centric audiences. With that have come expectations of existing programs for reaching and influencing the up-and-coming post-Millennial, or Gen Z audience. Yet, taking a closer look at this demographic, brands may find themselves sorely disappointed in their digital results by giving short shrift to the old "tried and true" real-world experiences.

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