Features

How Gen Z is blurring the boundaries of business | Mumbrella360 video

In the closing session from June's Mumbrella360 conference, PwC partner Megan Brownlow warns marketing to generation Z requires a major shift in the current way of thinking. 

Gen Z – those aged between eight and 22 – are safety conscious, privacy aware and hostile toward advertisers. They’re “the product of the airbag generation”, warns Megan Brownlow during her closing keynote speech at the Mumbrella360 conference, which you can watch in full below.

“The safety aspect is interesting as it’s going to present a particular marketing challenge. It will be hard to get their data as they know how to use their privacy settings, they are pretty smart in that regard,” she says, noting “they are also pretty hostile to interruptive advertising”.

In a largely static advertising industry, internet advertising will move from 43% to 55% by 2021, predicts Brownlow.

The advertising and marketing industries also continue to face major change as business models evolve, as Brownlow notes:

“Agencies have been incredibly disrupted over the past 15 years, not just by digitisation like the media companies, but more by fragmentation of the media. For the media agencies so many more transactions and for the creative agencies so many more pieces of creative. But not necessarily more money.”

Brownlow concludes by advising industry players to collaborate, saying: “You don’t need to own everything. Don’t overestimate your own contribution… Don’t make the mistake of walking away from the partnership because you think your data is gold.

“It’s not a zero sum game,” she said. “Think bigger.”

ADVERTISEMENT

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing