Mumbrella 360 video: What Gen Z Really Thinks About Your Brand

In the wrap-up of Mumbrella360 on June 7-9, 2016, we revisit highlights from the annual event.

This session, led by Matthew Jorgenson, insights director at Direction First and Erica van Lievan, managing director at Direction First, offers marketers information on how to receive an invitation into the world of Gen Z.

Gen Z four

Based on an exclusive Mumbrella360 study researched specifically for 360, the session reveals how your brand can harness Gen Z to transform its story.

Gen Z five m360 the squad consumer board

Be bold, break boundaries, focus on experience and stop thinking about loyalty – Gen Z wants you to know what you are doing wrong, and they’re happy to let you know how you can get it right.


  • 1:23 Introduction to study
  • 3:23 The post marketing generation: What you need to know about them
  • 9:05 Generation Z: Biggest Values
  • 12:30 Brand’s biggest challenge: How to get invite into Gen Z’s world
  • 15:40 Ground rules you need to follow to engage with Gen Z
  • 24:27 The importance of trade-offs
  • 25:32 Key objectives you need to win Gen Z over: Inspire, challenge, educate and involve them
  • 29:42 The big things we need to do as marketers
  • 33:52 Animated video summary
  • 36: 17 Audience questions

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