Justin Barry shares insights on Gen Z and real ownership with Ad Age
In a recent piece for Ad Age, Justin Barry, Associate Strategist at tms, explored the powerful shift in Gen Z’s growing desire for true ownership and authentic, real-world experiences.
While many brands focus heavily on digital channels, Justin explained that this generation wants more than screen time, they’re looking for tangible ways to engage. From collecting vinyl records and physical books to joining sports leagues and seeking out nostalgic products, Gen Z is embracing “touching grass” and craving meaningful, sensory experiences.
Gen Z–ers want to engage with brands on their own terms. Empowering young people to choose, and to own, what they consume will go a long way to boosting their engagement, and crucially, restoring their trust in brands
Justin encouraged brands to reimagine how they connect with young consumers by offering more physical products, reviving archival content, and creating spaces where they can socialize and express themselves on their own terms. This approach not only empowers Gen Z to choose how they engage but also builds trust and loyalty in the process.
Read Justin’s full perspective on Ad Age.
Biography
Justin is an Associate Strategist at tms, specializing in trend research, customer experience advertising, cultural insights, and digital innovation. His work is fueled by a passion for uncovering emerging patterns in consumer behavior and decision science, especially as they relate to evolving cultural dynamics.
