I Attended a NYC Marketing Conference — Turns Out, My Daughter Knew It All Along
Spending three days at the 2025 Ad Age NextGen Marketing Summit in New York City felt like stepping inside Gen Z’s digital world — where brands don’t just sell, they entertain, where community matters more than corporations, and where AI-powered influencers might be the next big thing. As a the Chief Creative Officer here at The BUZZ — and a parent to a Gen Z daughter — I was eager to bridge the gap between professional insights and personal experiences.
With every session, I saw my daughter’s digital habits play out in real-time. From her eye-roll-worthy brand expectations to her surprising loyalty to companies that ‘get it,’ the conference was a masterclass in understanding the next generation. And, as it turns out, she’s been living these insights all along.
Lesson 1: Don’t Sell, Entertain
Gen Z doesn’t want ads — they want content. The best brands aren’t interrupting their feeds; they’re seamlessly blending in with humour, creativity and relevance. Zach Poczekaj from Dentsu Creative highlighted how Nutter Butter’s absurdist content strategy turned a cookie brand into viral entertainment. Just like my daughter spends hours on TikTok watching over-the-top skits and product recommendations, brands need to earn attention by being worth watching.
Lesson 2: Authenticity is Non-Negotiable
If a brand tries too hard, it backfires. Gen Z has a built-in ‘BS detector’ that spots forced messaging from a mile away. This applies to my daughter’s world, too — whether it’s choosing a skincare brand or deciding which influencer to trust, she values honesty and realness over polished perfection. Katie Welch of Rare Beauty emphasized that self-love-first messaging isn’t just a tagline — it’s what fuels Gen Z loyalty.
Lesson 3: Social Media is the New Search Engine
While I still instinctively Google everything, my daughter finds new products on TikTok and YouTube. She doesn’t just read reviews — she watches people try things in real-time. This shift means brands need to optimize for discovery where Gen Z is actually looking, not just where traditional marketers assume they are.
Lesson 4: Community Over Corporations
Gen Z craves connection, whether it’s in Discord servers, online gaming, or niche fandoms. They engage with brands that feel like communities, not corporations. McDonald’s is doubling down on their “fan truth” marketing strategy to foster deeper connections, and my daughter follows brands that create conversations rather than just broadcasting messages. She wants to be part of the story, not just a passive consumer.
Lesson 5: Nostalgia Sells, But It Needs a Twist
Surprisingly, my daughter loves 90s aesthetics — styles I grew up with. But she doesn’t just want a reboot of the past; she wants it reinterpreted in a fresh way. Brands that tap into nostalgia while keeping it innovative are winning Gen Z’s attention. Bojangles, for instance, has leveraged nostalgia in its branding while aligning with Gen Z’s values and humour.
Lesson 6: Personalization is Everything
Whether it’s AI-curated playlists, custom skincare routines or recommended shopping lists, Gen Z expects brands to ‘get’ them. My daughter doesn’t just want generic products; she wants experiences that feel made for her. AI-powered influencers are already making waves — so the idea of hyper-personalized marketing isn’t just coming, it’s here.
Final Thought: Marketing, Parenting, and the Art of Listening
At the end of the day, marketing to Gen Z is a lot like parenting them — you can’t force your message, you have to earn their trust and, most importantly, you have to listen. If brands (and parents) take the time to understand what truly resonates, we won’t just capture Gen Z’s attention — we’ll earn their loyalty.
