Do you know the REAL Gen Z?

Gen Z is rewriting the rules of brand engagement, yet many marketers continue to rely on stereotypes. With $12 trillion in global spending power by 2030, getting this generation wrong isn’t an option. Backed by a new global study of 6,000 Gen Z social platform users across six markets, Snapchat, BBDO, and Alter Agents reveal the values that truly drive their choices and why integrity, impact, and authenticity outweigh outdated measures of status.

This session goes beyond surface-level observations to explore how Gen Z’s values influence their purchasing decisions, content preferences, and brand relationships. From dismantling luxury as a status symbol to redefining brand loyalty through honesty and inclusivity, you’ll gain a clear picture of what matters most to this diverse, entrepreneurial generation. You’ll also see how platform-specific strategies and creator-led content can help legacy and modern brands alike authentically enter Gen Z’s cultural conversations.