Gartner Research

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

Published: 18 June 2019

ID: G00388744

Analyst(s): Iconoculture Research Team

Summary

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

Overview

  • 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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