NEFMA Spring Conference

For years, marketers have been told they need to “reach Gen Z.” But most guidance stops at stereotypes, surface-level channel lists, or trend-chasing tactics that don’t translate into real engagement or trust. The reality is more complex—and more urgent. Gen Z has fundamentally different expectations around communication, privacy, authenticity, and brand behavior. And Gen Alpha, now entering their teen years, is being shaped by an even more fragmented, creator-driven, and algorithmic world. Traditional outreach models—especially email-first, SMS-heavy, or interruption-based approaches—are increasingly ineffective, and in some cases actively rejected. In this session, Tom Stirling explores how Gen Z actually behaves, how they interpret brand outreach, and what CMOs need to rethink now to stay relevant—not just for today’s younger audiences, but for the next decade of growth. Rather than focusing on novelty platforms or short-lived trends, this session breaks down the structural shifts happening in how younger audiences communicate, evaluate brands, and decide when (and if) to engage. Topics include why SMS norms are changing, how private and semi-private channels are replacing public feeds, why “always-on” brand presence can backfire, and how younger audiences distinguish between brands that understand context versus those that simply show up. Attendees will learn how Gen Z’s preference for opt-in, contextual, and asynchronous communication impacts channel strategy—across social, community platforms, messaging, and owned media. The session will also explore how creator ecosystems, peer validation, and cultural fluency influence credibility far more than polished brand messaging. Importantly, this is not a session about abandoning fundamentals. It’s about recalibrating them. Tom will share practical frameworks for adapting existing brand, content, and CRM strategies to better align with younger audiences—without chasing every new platform or diluting brand integrity.
Looking ahead, the session will also touch on Gen Alpha: what early signals marketers should pay attention to, what’s likely to carry forward from Gen Z, and where assumptions may break down entirely. The goal is to help marketing leaders future-proof their approach—not by predicting trends, but by understanding behaviors. This session is designed for CMOs and senior marketers who want clear, actionable guidance on how to engage younger audiences thoughtfully, responsibly, and effectively—without gimmicks, jargon, or generational clichés.