How Brands Can Truly Engage Gen Z in 2024: Co-Creation, Authenticity, and Rapid Innovation

One of the most fascinating insights from the recent Snap Inc. x Boston Consulting Group (BCG) report on India’s Gen Z is the shift in how brands must engage with this dynamic generation. With Gen Zers being 1.7x more likely to prioritize trends over brands, traditional marketing strategies are no longer enough. To stay relevant and authentic in 2024, brands must embrace three key strategies: Spotting Gen Z trends quickly: Gen Z moves fast, and so should brands. Staying ahead of the curve by identifying trends early is crucial to maintaining relevance. Involving Gen Z in the design process: Co-creation is no longer optional. Brands must engage Gen Z directly by allowing them to participate in product development, testing ideas, and incorporating their feedback into final products. Reducing 'concept to shelf' timelines: Speed is essential. The faster a brand can bring a product from concept to market, the more likely it is to capture Gen Z’s attention. Gone are the days when user-generated content (UGC) was a novel engagement strategy—that’s so 2015. Today, co-creation is paramount. Brands need to build mechanisms that allow them to innovate with Gen Z, not just for them. This generation values authenticity above all else, and if brands want to maintain that authenticity in 2024, they need to be on the same wavelength as their audience. Key Questions for Discussion: How can brands effectively involve Gen Z in their innovation processes? What are some examples of successful co-creation with Gen Z? How can companies balance the need for rapid innovation with maintaining product quality? Let’s discuss how brands can adapt and thrive by co-creating with this influential generation!