Shifting strategies to cater for Gen Z

Javed Jafri, who is the Malaysian Advertisers Association (MAA) vice-president and Unilever Malaysia Singapore Myanmar Laos media and digital head, said the marketing strategies targeted towards Gen Z should be more digital-driven as they’re exposed to the Internet since infancy.

PETALING JAYA: Marketers are aiming to have a stronger grip on today’s youths, specifically the Generation Z (Gen Z) group of individuals, as corporate Malaysia transitions into endemicity.

To achieve this, marketers said they need to pivot their marketing strategies more efficiently to target this segment due to their ability to influence peers, hence making them the key target for brands and advertisers.