Brand Engagement Summit: How To Connect With Gen Z Consumers

Northwestern Univ. Medill School of Journalism Professor Candy Lee offered three tips for connecting with Generation Z: be tech-savvy, be mindful of content to win attention and be responsive, as the average response time for those in Gen Z is eight seconds. During a two-part presentation at the '17 Intersport Brand Engagement Summit, Lee discussed how the habits of Gen Z compare to those of millennials. Some interesting qualities of people 20 years old and younger that Lee highlighted were diversity – she cited a 50% increase since '00 in youth identifying as multi-racial – an affinity for mobile apps like Snapchat and a love of reading. Lee also pointed out that Gen Z is more conscious of money than millennials.

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