Future Consumer

ANA Marketing Futures Future Consumer

Who is Gen Z?
Marketers have spent extraordinary time and resources learning how to market to millennials over the past years. It’s now important for brands to understand the youngest of the five generations that are on the minds of marketers today. Brands should neither ignore Gen Z, nor should they treat them just like millennials. Gen Z has grown up in a post-9/11 world, has seen their parents struggle through the Great Recession and for these reasons, their world has been more uncertain and fraught with peril than it was for millennials coming of age. Since the size of this generation is growing rapidly, as is their spending power and influence, brands are wise to understand them now.

CMO Trend Brief


Marketing Futures

"The new generation of talent is not hierarchical, and does not think of their job as work."
— Gord McLean, President and CEO at ANA Educational Foundation