Watch: American Express and Galderma on marketing to Gen Z

American Express and Galderma are remaking their marketing strategies for Gen Z, a younger generation that goes against the grain and doesn’t respond to overt advertising. American Express, for instance, has reached Gen Z through new experiences and benefits. Two recent campaigns illustrate its Gen Z strategy: Last year, the financial services brand partnered with Olivia Rodrigo to offer cardholders special access to the pop star’s tour. This month American Express had a custom integration with the popular Hulu show “The Bear.” American Express worked with Disney, which owns Hulu, on the collaboration, which included special dining events and early screenings, along with brand integrations within the show. “Our approach to Gen Z has really changed over time,” said Jessica Ling, executive VP, global brand advertising at American Express. “We have evolved our perspective ... 10 to 15 years ago we thought no-fee products were the best way in, and what we found is that younger consumers are actually willing to pay membership fees for premium value. And so we’ve really evolved our value propositions for in-travel dining and entertainment to stay very connected to the things that are relevant.” More: Keys to reaching Gen Z and other generations Ling spoke with Ad Age recently at Dentsu Beach during the Cannes Lions International Festival of Creativity, offering insights into how American Express, a 174-year-old company, engages Gen Z. Gen Z is growing up, currently ranging from about 12 to 27 years old. These consumers are not like the preceding millennial generation—they are non-conformists, seeking out new brands, and they are averse to blatant advertising, according to Tara Loftis, global president of skincare at Galderma and global head of Cetaphil. “Gen Z is candidly giving the middle finger to advertising,” Loftis said. “If they see an ad that looks like an ad, they become averse to that, and they keep going.” Also watch: How American Express and Galderma use AI Galderma is getting ready to reveal a rebrand for Cetaphil in the coming months, partly to help the 76-year-old brand appeal to the next generation, Loftis said. While Loftis wouldn’t reveal the “new face” of Cetaphil until the official rebrand comes, she said that the person is a Gen Z and Gen Alpha icon. The brand is “extremely fixated on Gen Z,” Loftis said.

Watch: American Express and Galderma on marketing to Gen Z

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