---
title: "AdWeek: What Brands Need to Know About Gen Z to Reach the New Generation of Consumers"
url: https://burnaze.com/article/9fae7ebd-3358-4eed-9fc4-3987d32ce6d1
source: "1851 Franchise"
original_url: https://1851franchise.com/adweek-what-brands-need-to-know-about-gen-z-to-reach-the-new-generation-of-consumers-9664
category: "General"
published: 2017-01-26T16:11:55.000Z
modified: 2026-11-01T04:13:48.428Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/1a9114070666da52d1bdee3db16eee907772.jpg
---

# AdWeek: What Brands Need to Know About Gen Z to Reach the New Generation of Consumers

**TL;DR:** A study by Barkley and FutureCast found that Gen Z uses social media more than Millennials and values hard work for success. Gen Z considers success to be one of the most important things in life, and they expect to earn it with hard work.

*originally published in 1851 Franchise on 2017-01-26. [Read the original](https://1851franchise.com/adweek-what-brands-need-to-know-about-gen-z-to-reach-the-new-generation-of-consumers-9664).*

## Story

Have you been targeting the Gen Z generation the same way you target Millennials? A recent study from ad agency Barkley and FutureCast, “Getting to Know Gen Z: How the Pivotal Generation is Different From Millennials,” shows that the two generations are incredibly different. For one, the Gen Z generation uses social media much more than millennials, with some checking their social media up to a hundred times a day.

The key takeaway, however, about Gen Z is that teens consider success to be one of the most important things in life, and that they fully expect to earn it with hard work, rather than luck. “The similarity is that Gen Z is still all digital all the time and all social all the time," said Jeff Fromm, president of FutureCast. "The difference is that Gen Z wants to work hard for their success. They are not counting on any trophies or ribbons for participation."

## Entities

- 1851 Franchise (publication)
- General (sector)
- Gen Z (person)
- millennials (topic)
- gen z (topic)
- social media usage (topic)
- consumer values (topic)

---
Originally reported by 1851 Franchise (https://1851franchise.com/adweek-what-brands-need-to-know-about-gen-z-to-reach-the-new-generation-of-consumers-9664). Summarized by Burnaze (https://burnaze.com/article/9fae7ebd-3358-4eed-9fc4-3987d32ce6d1).