Gartner Research

Consumer Insight: It's All IRL — Gen Z Doesn't Silo Online or Offline, and Brands Shouldn't Either

Published: 16 May 2017

ID: G00364064

Analyst(s): Iconoculture Research Team


Teens are building online personas more comprehensive and cohesive than the static social media profiles that defined the millennial teen experience. Brands that miss this important social reality risk looking dweeby. Smart brands respect the social code and open better ways to connect with Gen Z.

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