Is Gen Z rewriting the marketing playbook?

During a recent cleaning spree, an old copy of Jack Trout and Al Ries’ iconic Positioning: A Battle for the Mind resurfaced, sparking amazement at the insights within. First published in 1981, the book repeatedly discusses how consumers are bombarded with excessive information and possess shorter attention spans, then offers a prescription for navigating the cluttered, inattentive mind.

Remarkably, much of this still rings true 43 years later.

This reflection raises a crucial question: Is marketing to consumers truly that different now? At its core, modern consumers still resemble those from earlier generations—attention-starved, hyper-connected, and overstimulated. The allure of endless cable TV programming in the early 2000s was no less than the pull of OTT platforms and doomscrolling today. So, where did the significant shift occur?

Enter Gen Z—a generation born into a world of both unprecedented access and excess.

Consumerism reached new heights, technology evolved at breakneck speed, and marketers straddled the past and the future, with the present shaped by dynamism and volatility. Amidst this shift, Gen Z emerged vocal, demanding to be seen as individuals and setting a moral standard for how brands and public figures should communicate, behave, and represent society.

One of the most significant shifts in marketing, attributed to this vocal generation, is the rise of cancel culture-led accountability. Countless brands and businesses have faced public backlash and been forced to adjust their strategies, often accompanied by public apologies. A notable example is Heineken’s 2018 “Lighter is better” advert, which faced intense criticism for its apparent depiction of racism, shaking the brand’s reputation. In response to this growing sense of 'wokeness', inclusivity, diversity, and authenticity have become crucial filters for evaluating creative output, reflecting a much-needed societal evolution.

Tactically, modern communication is now crafted for what is known as 'popcorn brain'. With shortened attention spans, retaining and recalling brand messages for long periods is increasingly difficult. Top-of-mind awareness is fleeting—brands must make an impact in the short span they are seen. Once a consumer scrolls past, there is no guarantee that brand recall or attribution will endure. As a result, consistency has become key. Narratives must remain consistent across platforms and over sustained periods to make a lasting impression. The articulation may evolve, but the core message must be identifiable across all touchpoints.

Consumer demand patterns and buying behaviour have also influenced the other two Ps of marketing—product and price. Brands now prioritise catering to specific audience needs, bypassing traditional sales and marketing formulas. For Indian Gen Z, the average spending power may be limited, but desire is not. Categories like fast fashion have begun foregoing traditional marketing spends, opting instead to pass on cost benefits through lower prices and quicker trend cycles. Brands are built around fulfilling Gen Z’s immediate desires, often by fostering a community of like-minded individuals on social media.

Ultimately, marketing has undergone a fundamental shift that is unlikely to fade. Only time will tell if today’s marketing classics will still resonate in 40 years, or if new strategies will emerge. For now, the best approach is to keep things simple, focused, and attuned to the ever-changing landscape.

Suchana Sarkar is the chief branding officer for Makani creatives.