The industry has long held that brands are monolithic; they have a distinctive brand voice, style guide, and ethos. This next generation is about to bust this notion wide open.
Generation Z has a unique take on the concept of identity. They see themselves as a diverse collection of personal brands. Generation Z’ers shift their identity constantly — sometimes contradictory, always tailored to their audience, and expressed differently by platform — and they expect brands to treat their identities the same way.
Welcome to the far more complicated—and beneficial—generation of brand identities.
Presented by
Mia von Sadovszky, SVP, Group Strategic Planning Director, RPA