Gen Z demands advertisers give them content they can create with, says Direction First

“Generation Z is absolutely driven by efficiency,” said Erica van Lieven, managing director, Direction First in her presentation today What Gen Z Really Thinks About Your Brand at Mumbrella 360.

Direction First call Gen Z the ‘post-marketing generation’. The agency conducted an exclusive study for 360 into the habits of Gen Z which found that financial stability, innovation, sustainability, equality and efficiency are among the market’s most important values.

Incorporating these elements into marketing strategies is imperative to a successful advertising campaign, claimed Direction First’s insights director, Matthew Jorgenson, who co-hosted the seminar with van Lieven.