Does Gen Z really exist? Five ways to avoid the generational marketing trap

Gen Z’s growing spending power keeps brands chasing it as the “next growth audience,” but a recent Global Web Index – backed report questions whether Gen Z is truly a coherent, investable segment or a convenient fiction masking a messier reality. 

It examines what drives this pursuit, how proximity to the audience skews strategy, and how AI reinforces a partial picture of Gen Z, before offering five rules for defining audiences by more than birth year. 

The takeaway: effective targeting requires substance beyond generational labels. Download the full report. 

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