The future of branding for GenZ: experiences, languages and communication strategies

Communicating effectively with Gen Z is the goal that brands and agencies are setting themselves today. The results of "Genz", the observatory built on a survey of over 2000 participants, offer a precise answer, which comes directly from the young people of this generation. What elements of interest emerge with regard to brand communication? Dialogue, interaction and connection are among the drivers emerging from the data, which are fundamental in a communication context characterised by ever-increasing complexity. "Genz", officially presented on this occasion, sheds light on the perceptions and elements needed to build branding strategies capable of being relevant for Generation Z. A set of insights that can trace the direction for the future of branding and understand the communication needs of a generation.