Axios Event: Gen Z rewrites the rules for brand loyalty and media

CANNES, France – Gen Z is upending traditional brand playbooks and reshaping how media is made, watched and shared, said creators, brand and media executives at an Axios event at the Cannes Lions International Festival of Creativity.

Why it matters: Companies are racing to capture the attention of Gen Z, who tend to want purposeful and meaningful brands that prioritize authenticity.

Axios' Sara Fischer and Kerry Flynn spoke with "The Colin and Samir Show" creators and founders Samir Chaudry and Colin Rosenblum, Spotter president & co-founder Nic Paul, Pinterest CEO Bill Ready, The Cut editor-in-chief Lindsay Peoples, and e.l.f. Beauty chief brand officer Laurie Lam at the June 17 event, sponsored by Fetch.

What they're saying: "When you're a brand that's called eyes, lips, face, you are really standing up for every eye, lip, and face … and what I love so much about that is that we have this unique ability to speak to someone who is going to be the future of everything that we stand for and everything that we're building as a product and a service," Lam said.

• Peoples said boldness resonates with Gen Z. "We're not afraid to say the quiet part out loud. … We just also like to be witty and funny, and a lot of times brands are a little scared to do that."

What they're watching: When it comes to media, long-form YouTube is becoming Gen Z's version of TV, particularly via connected TV, which mimics the traditional TV experiences.

• "Of all the [YouTube] watch time, about 72% is happening on connected TVs — so in the living room," Paul said.
• "Our episodes can range from the one to two to three hour range and over 50% of our viewership is on connected TV" with an average view duration of 48 minutes, Chaudhry said.
• "I also believe that length is a filter for level of interest. … If it's two hours long, the people who've clicked on that have really shown a level of interest," Rosenblum added.

Separately, Ready explained how Pinterest is differentiating by giving Gen Z users agency, positivity and relevance, rather than addictive engagement.

• "We think about on Pinterest, instead of optimizing for time spent, optimizing for a time well spent," he said.
• Ready explained that Gen Z is the fastest growing demographic on Pinterest and one reason is the intention behind the content rather than "toxicity" they experience on other platforms. "A lot of what has happened is that users have lost agency. You're not in control of what you see anymore, it's what an algorithm thinks you should see."

Content from the sponsored segment:

In a View From the Top conversation, Fetch chief revenue officer Robin Wheeler said consumers, including Gen Z, increasingly expect brands to engage beyond transactions.

• "Gen Z cares about mission and purpose. … They want to be part of a community, they don't just want a transactional relationship," Wheeler said.