The article discusses the impact of Gen Z on entertainment and marketing, detailing a panel featuring leaders from Amazon, Adobe, and NOW This. It emphasizes how the boundaries between content and commerce are diminishing, as today's audiences live within the media they consume. The panelists explore strategies for brands to transition from traditional marketing methods to integrating their messages within entertainment content. Notably, initiatives like Amazon's "Celebrity Substitute" illustrate how brands can seamlessly incorporate their values into engaging content that resonates with younger audiences.
"Younger viewers want to be able to see content that's entertaining and that doesn't interrupt what they're doing," Powell explained. "We intentionally try to have the brand show up in the way that it does in real life."
"The panel discussed how creators, culture, and commerce are merging into a single media ecosystem - and why brands must evolve from interrupting entertainment to becoming it."
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