In the third episode of Below the Fold, Ibrahim Jabri is joined by Yara Nassif, business director at Starcom, to discuss the characteristics and marketing strategies surrounding Gen Z.
Yara Nassif dives deep into the background of various generations, emphasizing the digital-native nature of Gen Z, their unique traits, preferences for authenticity, inclusivity, and transparency. The discussion highlights the need for brands to personalize at scale, use technological advancements, and understand the importance of social commerce.
They examine common behaviors, platforms like TikTok, and the significant role influencers play. The episode also covers the evolving digital landscape, how brands can effectively engage with Gen Z, and the important cultural and geographic distinctions within the MENA region.
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