Marketing to Gen Z

FOREWORD

Some brands may disregard Gen Z as too young or too insignificant, but as CEO of Dairy Queen, I’ve already seen the impact this youthful audience holds. This cohort of teenagers influences the market financially, culturally, technologically, and economically—and this influence will only continue to grow.

At Dairy Queen, we don’t have customers, we have fans. As a seventy-seven-year-old brand, it is vital that we understand and create an emotional bond with our fans of the future. Often, this requires adjusting our brand strategy, product offerings, and marketing outreach to appeal to younger generations like the Zs. For companies to successfully adapt, it is vital to understand who the Gen Zs are, how they interact with brands, and, ...