
Consider this: are beauty brands on the verge of getting Gen Z marketing all wrong?
OK, maybe not all wrong. But as an industry, we’ve been talking a lot about this upcoming generation of consumers, and most of our ideas are based on sales statistics, advertising data, and engagement insights. We look at what’s working right now, and what’s been working in the recent past, and use that information to formulate a plan for the coming months and years.
All good sense. Except Gen Z currently spans people aged 6 to 24, which means the top end of this group, from 16 to 24, have experienced unprecedented circumstances just as they’ve hit early adulthood. The pandemic hasn’t been easy on anyone, but what if being on lockdown at such a pivotal time in their lives means that this generation will transcend the market forecasts and strike out in their own way?