Marketing 6.0

CHAPTER 2The Emergence of Phygital Natives: Young Generation Z and Generation Alpha Coming of Age

In the last decade, marketers have favored Generation Y, or the millennials, as a focus audience due to their sheer size and high purchasing power. Consequently, marketers have adjusted their strategies to adapt to Generation Y's key characteristics, such as a strong focus on sustainability and tech savviness.

Modern marketers have created more campaigns highlighting eco‐friendly products or socially responsible operations. For example, fashion brands such as Patagonia and Everlane have tapped into the millennial mindset by focusing on recycled and sustainably produced materials and becoming the antithesis of the fast fashion industry.

Marketers have also leveraged digital marketing tactics such as social media and search engine marketing to reach Generation Y. Even luxury fashion groups such as LVMH and Kering, traditionally known for investing heavily in offline experiences, have shifted half of their marketing budget to digital media. This shift toward digital marketing has allowed these brands to reach a wider audience of millennials.

Marketing strategies have evolved to become more sustainable, digital, and social to cater to the increasing influence of millennials. However, it does not stop there, as marketers are expanding their efforts to engage with even younger generations: Generation Z and Generation Alpha.

Embracing Phygital Natives

Today, marketers increasingly ...