Edward Appleton and Cornelia Moarcas presented findings on Gen Z at the 2022 New Food Strategy Day in Frankfurt (13 – 14 September), hosted by the prestigious Lebensmittel Zeitung.

The researchers shared insights on what makes this very different generation tick, and how brand owners can engage with them successfully.

They outlined five golden rules for successful Gen Z engagement:

• Keep it real, relatable
• Make it social, celebrate togetherness
• Be straight, transparent, credible
• Don’t forget fun and light-heartedness
• Embrace inclusiveness – sensitively

Their communication recommendations were supported by a number of case studies. These explored how Gen Z reactions often differ from those of Millennials – often more critical and sceptical.

Digital Natives are also Marketing Natives – this was a recurring theme.

The conference was well attended – with well over 100 in-person guests, many commented how great it was to meet and chat again face-to-face. Notably the get-together event on the rooftop terrace of Frankfurt’s Galeria Kaufhof………… something very memorable, and certainly difficult to imagine in a digital format 😉.

Please get in touch if you’d like to hear all the Gen Z insights we presented at the Event – contact@happythinkingpeople.com