Grace Kennedy shares what brands can learn from Gen Z’s pursuit of happiness with Ad Age
tms’ Senior Strategist, Grace Kennedy, spoke with Ad Age to discuss what brands can learn from Gen Z’s pursuit of happiness. Grace explains that because this generation was born into an era of uncertainty and loneliness, they find comfort in celebrating “little wins” to add moments of joy to everyday life.
Of all cohorts, Gen Z is more reliant on the instant gratification of a dopamine hit, given its finances at a time when all share ongoing concerns about the cost of living. Celebrating the little wins is very much about doing so in ways that don’t break the bank.
Grace suggests brands can connect with Gen Z by offering ways to celebrate small, everyday victories. To stand out, brands should create authentic, culturally aware celebrations that resonate quickly, even without a big occasion.
Read the full story on Ad Age.
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