Hispanic market advertising shop PACO Collective has released the findings of an in-depth study that examines the nuanced perspectives of Gen Z consumers across both North America and Latin America.
It offers fresh insights into how brands can authentically connect with this pivotal generation.
The report, “The Equity Tastemakers: Gen Z and the Future of Inclusive Marketing,” asks the question, “DEI is dead?” No, PACO Collective answers. But, it is evolving, the Chicago-based agency led by CEO Ozzie Godinez and Chief Creative Officer Pablo Acosta says.
Among the key findings from the report:
- Gen Z demands brands that go beyond performative actions and genuinely elevate key causes. They identified the role of brands in supporting and educating about important social issues.
- The broad, check-all-boxes approach to inclusion needs to be revised. Instead, Gen Z values specific, intersectional stories that reflect their diverse experiences.
- Ads showcasing unattainable lifestyles fail to resonate. Gen Z prefers realistic, human stories that reflect genuine struggles and triumphs.
These insights, says PACO Collective, highlight the shifts in Gen Z’s expectations and emphasize the urgent need for brands to reevaluate their strategies to stay relevant and impactful.
To download the full study from PACO Collective, please click here.
