The Brands Successfully Marketing to Gen Z

By Joanna Fragopoulos

Members of gen Z have been the focus of many brand campaigns in recent years, as companies hope to win over younger people and create loyalty, awareness, and favorability. As a generation that is entering the workforce, that comprises 30 percent of the global population, and that is growing, changing, and at the heart of trends, gen Z offers brands a unique audience with whom to engage.

The latest (2022) Smarties Awards showcase and highlight campaigns that do just this. Below are some award-winning campaigns that effectively connect and engage with gen Z.

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Courtesy of Association of National Advertisers