The first members of Gen Z were born 26 years ago—and marketers have been obsessed with reaching them ever since. But while Gen Z marketing tactics have been around for years, brands must constantly refresh their playbooks in order to effectively reach this coveted generation, which included more than 68 million people as of 2021 in the U.S., according to the Annie E. Casey Foundation, a charitable foundation focused on improving the well-being of American children.
After all, as any parent living with a teenager can tell you, Gen Zers can be quite fickle. And marketers must constantly assess the potential of new platforms. TikTok was born just six years ago, for instance, and Threads is still in diapers—though American Eagle's social team of Gen Zers is already living it up on the Meta-owned platform: