Gen Z Invited to Co-Create Brands, Not Just Be Targeted
Companies are shifting from traditional campaigns to involving Gen Z directly in the creative process. Coach and UTA shared insights on this participatory approach.
Brands seeking to connect with Gen Z are moving beyond traditional campaigns and influencers, instead inviting the demographic into the creative process from its inception.
Joon Silverstein, Chief Marketing Officer at Coach, and Ziad Ahmed, Head of Next Gen at United Talent Agency, discussed this evolution at a Fast Company event. They highlighted the importance of co-creation for building cultural credibility and producing resonant work in a fragmented attention economy.
The discussion focused on how brands can rethink authorship and embrace participation over persuasion to effectively engage younger consumers. This approach aims to foster deeper connections and more authentic brand messaging.
Experts suggested that actively involving Gen Z in the creative process is key to developing campaigns that genuinely reflect the generation's values and expectations, ultimately leading to greater market impact.