4 Quotes by Gregg L. Witt

Stop drinking from the firehose of a global Gen Z demographic. Focus on knowing your brand’s core audience, and aligning with the youth culture segments that matter most. In today’s world markets, niche audiences drive mass consumption.

Brands targeting Gen Z need to look beyond the confines of traditional segmentation, the ultimate priority always has to be on alignment that helps us cultivate relationships with youth culture - not just organize it.

Youth culture is constantly evolving and Gen Z in particular is disrupting industries, says Witt. Gen Z represents an unprecedented group of innovation and entrepreneurship. This group is focused on niche interests and if brands don’t recognize this now and get on board, they are going to be left behind. It’s also important for brands to adopt a global mindset, as some of the most significant growth is taking place in countries that are either developing or underdeveloped.

Why will Gen Z and those immersed in youth culture wait in line for hours at Supreme for a new product to drop? Because they want to be in the line. The line is the new community and those who wait in line earn a seat at a very elite table. For brands to succeed with Gen Z, they need to create a sense of belonging or their competition will.