What Gen Z wants from influencer marketing and brand social media

Gen Z has remained a highly sought-after consumer demographic among brands for the better part of a decade, driving marketers to develop campaigns and social strategies designed to resonate specifically with this age cohort. But many marketers have continued to fall short when it comes to connecting with Gen Z—and it’s often due to the simple fact that rather than working with Gen Z to craft those campaigns and social media posts, marketers look to agencies and consultancies speaking on behalf of these younger consumers.