How Brands Are Targeting Gen-Z with Reshaped Marketing Strategies
Brands have to evolve and be flexible in order to stay relevant. This means trying out something never done before.
The most controversial and difficult generation to retain attention and convince has to be the Gen-Z for it is still being studied and for they have access to all information all the time, they are a not dumb generation as many think, but rather informed, maybe not by the official news media, but certainly informed.
When dealing with Gen-Z the most important point is that brands and companies are not dealing with the consumer alone, but with a culture.
Sony once famous for saying “We don’t follow the market, we create it.” in the 80s and 90s, sure needs to reevaluate that today.
broadway lowers its nose
Broadway is undergoing a brand transformation. Long seen as a destination for upscale, older audiences, New York City’s theaters are now finding fresh appeal with Gen Z through influencer marketing and more accessible pricing strategies.
This means their are investing in viral Tik Tok strategies to reach their target audience and had to repurpose the pricing lowering it to a more affordable and acceptable rate by this audience. You can buy tickets online around US$ 50 on their official website.
LOWE'S and ea sports, inside video game advertising strategy
American home improvement retailer LOWE’S is betting their marketing strategy in partnership with giant EA Sport Entertainment.
They will have an inside video game advertising trying to reach target audience while playing NFL Madden ’25.
The concept art above shows how the brand will be displayed inside the game as LOWE’S is already an NFL sponsor. Lowe’s is positioning the EA deal as an extension of its broader sports marketing strategy, but with a particular focus on digitally savvy young consumers. The company has started to reverse slumping sales but the home improvement category faces challenges amid a mounting trade war.
Typical to video games partnerships, the tie-up is rooted in a need to reach Gen Z and young millennial shoppers who have made the hobby into a powerhouse of mainstream entertainment. Those cohorts are perceived as particularly fickle when it comes to brand loyalty, and Lowe’s is putting a spotlight on its MyLowe’s Rewards platform through the EA Sports franchises.
You can read the original article at Marketing Dive.
