Conference: Oct 5-6
Workshops: Oct 7
The Gen Z Story Marketers Are Misreading
Dana Arnold (Chief Growth Officer, Hiebing)
Date: Monday, October 5
Time: 10:30 am - 11:00 am
Pass Type:
All Access, 3-Day, 2-Day, Digital -
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Session Type:
Sponsored Session
Audience Level:
Advanced
Track:
Partner Case Studies
Vault Recording: TBD
Audience Level: Advanced
Gen Z is one of the most studied generations in history, yet many brands are still working from outdated assumptions about what drives their attention, trust and loyalty.
In this session, Hiebing shares findings from its ongoing national Gen Z research study, tracking how the attitudes and behaviors of consumers ages 16–29 have evolved over time. The research challenges some of marketing's most common beliefs: that influencers are the most trusted voices, that digital-first means digital-only, and that polished content is the fastest path to connection.
Whether you're responsible for content, brand strategy or customer engagement, you'll leave with a clearer understanding of the Gen Z story marketers keep misreading—and what to do differently as a result.
Takeaway
- Why many traditional Gen Z assumptions no longer hold true—and which emerging behaviors matter most today.
- What actually drives trust with Gen Z, including why transparency consistently outperforms reputation, social stances and polished marketing.
- How the role of influencers is changing, and what brands should do as credibility shifts toward owned content and authentic voices.
- How Gen Z discovers and recommends brands today, including the growing importance of private word-of-mouth and "dark social" sharing.
- Practical ways to adapt content and brand strategies to connect more effectively in an AI-driven, trust-constrained environment.