Is Sound the Key for Brands to Unlock Gen Z?

A product of the digital age, Gen Z, individuals born between the years of 1997 and 2012, has caught the attention of marketers spanning all sectors in the Ad World. The highly analyzed and socially conscious generation prides itself on individuality and authenticity while appearing as an enigma to many brands and agencies across the board. More than a hot-button item or the latest marketing trend, brands want to convert these newly independent consumers into dedicated customers. Spotify has noted in its Culture Next Report that 65% of Gen Z agree that audio helps them experience a situation more deeply. This explains the vast importance of understanding how brands can sonically approach this demographic with both integrity and authenticity.