The minute you start trying too hard, that’s when Gen Z is like, Bye.”
That’s the advice of Dahye Jung, a strategy analyst at Sid Lee, the global creative agency that works with businesses like Dos Equis and The North Face. Every day, at least one of Jung’s clients wants to know, “How do we reach Gen Z?”
It’s a good question. Generation Z — the 20 percent of the U.S. population ages 9 to 24 with annual buying power estimated at nearly $300 billion — is a coveted yet elusive demographic. It’s the first generation to never know a world without the internet, growing up on cellphones, with virtual lives no less real than their IRL ones.
