Move over, millennials. Gen Z is new target audience
The Boston Globe - 09/01/2015
To the older consumers, it’s more obvious a product is being advertised when brands post content on social media. But teens do not see it this way, said Northeastern University communications professor Brooke Foucault Welles, who researches high schoolers’ social media habits. Gen Z sees the content as experiences they want to remake.
“They really like video experiences and tutorials and actively seek those things out,” Welles said. “Kids are doing identity development work, coming up with their own brand preferences.”