As Gen Z consumers (those born between 1996 and 2011) is coming of age, companies are battling to capture their purchasing power. This age cohort, which accounts for roughly 25% of the global population, is not enamored by established brands or celebrities. To appeal to the generation that was born with a screen in-hand, marketers must be transparent, authentic and communicate their company's values. Social media is the perfect channel to do this.
Evan Thomas, head of social media for NA-KD, reveals insights and lessons learned from the brand’s skyrocketing online following, traffic and revenue, thanks to social media success—along with how to best cater to your fans and followers and stay ahead of the social media curve.
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