Today, 25% of the global population belong to ‘Generation Z’: the ‘post-millennial’ generation born from the mid to late 1990s.

Unity’s Join the Dots event is the first in a series of briefings seeking to provide insight into how brands can connect with their audiences. This month’s event was focused on how marketers can build conversations with said Generation Z. Led by Gerry Hopkinson, Unity co-founder, key speakers were Brett Booth, Youth Insights Specialist at Urban Nerds; Jo Burford, Twitter Community Manager; and Charlie Gardener-Hill, Chief Operating Officer at The Tab.

Key Take Outs:

Make a difference: Post-millennials want their lives to matter.They take risks and value action. Brands need to stop talking and start acting, or Gen Z will not hesitate to call them out.

Entrepreneurship: Post-millennials see themselves as start-uppers. To engage with them marketers need to help Gen Z build their own personal brands.

Embracing contradictions: this is the era of mass personalisation. Labels mean less and less to Gen Z, they identify with their own individuality.

The best way for marketers to talk to Gen Z is to include them, challenge them and stimulate them: they want a conversation and want to be heard.

To find out more please contact Katreena Dare at Unity