Connecting with Gen Z: The demographic science behind effective marketing

Anyone born between 1997 and 2012 is a Gen Z consumer. One of the biggest challenges for marketers and advertisers is effectively engaging with new demographic groups as they enter the consumer economy. While many brands say they want to capture emerging consumer cohorts, they often stay focused on earning today’s dollars.   
Downstream investment remains crucial to building customer loyalty and capturing future revenue. To succeed, however, that investment needs to be informed by objective, data-based demographic research. NIQ leverages its consumer survey and behavioral data with its expertise in neuroscience to understand the behavior of demographic groups—including how generations differ.