Gartner Research

Resonate With Digital Natives by Redefining ‘Real’ for Your Brand

Published: 18 June 2019

ID: G00388744

Analyst(s): Iconoculture Research Team


In pursuit of Millennials and Gen Z, marketers tend to emphasize authenticity. But as young consumers’ online reality becomes fuzzier, they are reconsidering whether fakery is such a bad thing. Marketing leaders can match this new consumer perspective with brand experiences that redefine what’s real.

Table Of Contents


  • Introduction
  • Younger Consumers Have a Cultural Fascination With Fakes
  • Younger, Tech-Savvy Consumers Are Finely Attuned to Fakes
  • Fakery Is Expected Online, So Younger Consumers Find the Fun
  • The Marketer’s Toolkit
    • TV Advertising
    • Brand Voice
    • Communication Channels
    • Social Media Campaigns

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