Introduction

It might be hard to believe for older generations, but over half of all Gen Zers are now adults. As the kids have grown up over the last few years, so too has their importance to brands looking to reach them. Here we’ll dive into some of the key insights into this unique generation sourced from five different proprietary Tinuiti studies administered in 2024 which help to tell the story of what marketers should be doing to build and foster strong connections with Gen Z customers.