""They're so digitally native, you actually have to earn their attention span beyond seven seconds. When we thought about that, it really shifted our mindset.""
""Any brand can go in and can do a stadium buy, and can do an out-of-home buy, and can really plaster their name across everything. But for us, reach without resonance and without resonating isn't going to create brand loyalty.""
""Participation is the best way to connect with them. You drive all the awareness you want, but if you're not truly relevant in an authentic way, then these people... are not going to care.""
Cyntia Leo emphasizes that Gen Z's attention span is often misunderstood. They demand more engagement due to their digital upbringing. Urban Outfitters focuses on co-creating campaigns with Gen Z to foster genuine connections. The brand aims to be present during significant life moments for young consumers. Research indicates that participation is key to connecting with this demographic. Leo believes that mere visibility without authentic resonance fails to build brand loyalty among Gen Z consumers.
Read at Modern Retail
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