By Luke Hodson

Are old-school methods of segmentation in the face of gen Z’s diversity of thought and identity? Luke Hodson of Nerds Collective thinks so.

Brand strategists and marketers face the challenge of achieving authentic and culturally informed engagement with gen Z.

Usually, we’re brought in by brands to help them understand who their core youth customer is, and then to help identify a strategic target that can drive their sales forecast. But what’s always surprising is the incredibly shallow, misaligned, and conflicting consumer understanding across various business units. Product teams design based on one idea; marketing teams create communications against another consumer Read full story ›

Source: The Drum