The Secret to Reaching Gen-Z Consumers: Offer Them a Little Treat

Brands are making a play for younger consumers with everyday indulgences, rather than traditional luxury items.

BY ALI DONALDSON, STAFF REPORTER @ALICDONALDSON

Gif: Inc.; Photo: Getty Images

Gen Z is feeling exhausted. If brands want to cut through the noise of endless scrolls, paid ads, and AI slop, and appeal to the generation of younger consumers—whose collective spending power is projected to reach $12 trillion by 2030—they need to offer an antidote to that sense of anxiety and market their products as simple pleasures. 

This strategy was a........

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