"I recently celebrated my 56th birthday, and I'm feeling my age. Not because I'm slowing down (which I am), but because I feel increasingly removed from the passions, peeves, and predilections of Gen Z and Generation Alpha. This matters, as young people shape popular and workplace cultures, and their tastes drive big swaths of consumer and tech spending-all things Inc. and Fast Company cover."
"At AE, we have a Gen Z panel, a group of our key consumers between the ages of 15 to 25 that help us test everything we do. They are excellent sounding boards for key marketing initiatives, product decisions, partnerships, and more. They help to drive insight into the consumer and also allow us to figure out what matters most to the people shopping our brand."
Senior leaders seek deliberate methods to stay connected to Gen Z and Generation Alpha as those cohorts shape popular and workplace cultures and drive consumer and tech spending. Strategies include convening Gen Z panels of 15-to-25-year-old consumers to test marketing, product, and partnership decisions and to surface what matters most to shoppers. Brands build large networks of creators who not only make content but teach trends, identifying patterns before they reach mainstream feeds. Executives prioritize surrounding themselves with people whose lived experiences differ, cultivating humility, curiosity, and ongoing learning to better understand young consumers.
Read at Fast Company
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