Whether you’re trying to “suss out” what this young demographic wants, or want to get a “vibe check” on their interests and behaviors, here’s the lowdown on how to approach Asia’s Gen Z.

Millennials dominated the Internet during its boom days, but Gen Z is the talk of the town now. For brands wishing to access this demographic, it can be convenient to apply the same digital marketing approach to Gen Z as they did for millennials. But the truth is that millennials and Gen Zers grew up in drastically different societal contexts and Internet landscapes, and the tried-and-tested strategies are unlikely to last long.

Eugene Choi, CEO and Co-founder at Los Angeles-based digital media company Collab’s venture-backed Asia spin-off Collab Asia, talks to Jumpstart about approaching Asia’s Gen Z.

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