How Gen Z Connects with Brand Advertising.

• Position: DEMOGRAPHICS

Gen Z is a unique demographic, and brand marketers are striving to understand the tactics that resonate with this diverse and highly productive audience.

'Words are not enough to sway Gen Z. Brand marketers need to emphasize authenticity and transparency when engaging with this cohort," says Ken Willner, chief growth officer at app TextNow. "Companies that can demonstrate purpose when connecting with Gen Z will earn true engagement and loyalty."

TextNow reveals five insights to support marketers ahead of their 2022 campaigns:

* The power of purpose. Gen Zs are likely to make a purchase with a brand if its advertising incorporates topics like mental health advocacy (71%), public health and safety (66.2%), sustainability (65.8%), racial equality (58.9%), and LGBTQ+ acceptance (53.5%).

* The influenced-to-influencer dynamic. Gen Z is a generation of native influencers with 44.4% of the demographic believing they have some sort of sway, even if it is within their small circle of family and friends.

* Establishing a direct line. Rewards must match the perceived value. Gen Zs are more likely to share personal information, such as cell phone numbers, if marketers raise the stakes with sweepstakes and giveaways.

* Reaching Gen Z. Aside from calling and texting as the main uses of...