How Brands Can Win Over Gen Z in a Fragmented Media Landscape
Variety’s Strictly Business podcast recently featured a discussion on engaging younger audiences in today’s fast-changing media world. Andrea Isaac and Juliet Tierney, two executives from Havas Play, joined host Jennifer Maas to explore how brands can connect with Gen Z and Gen Alpha consumers. The conversation took place as part of Variety’s annual Entertainment Marketing Summit.
The episode aired on April 22, with Maas guiding the discussion. Isaac, who serves as managing partner for North America at Havas Play, stressed the importance of viewing marketing through a cultural lens. She argued that fandom now acts as the foundation of modern culture, especially in a fragmented media environment.
Tierney, the senior vice president of partnerships and culture strategy at Havas Play, compared the current media landscape to a high school cafeteria. She explained that brands must find ways to bridge divides between different communities to succeed. Havas Play itself specialises in branded content and experiential marketing for the global marketing firm Havas. New episodes of *Strictly Business* are released every Friday. Listeners can find them on platforms like Apple Podcasts, Spotify, and Amazon Music.
The podcast highlighted the challenges and opportunities in reaching younger consumers. Isaac and Tierney’s insights underscored the need for brands to adapt to cultural shifts and fragmented audiences. The episode remains available across major podcast platforms for those interested in the business of entertainment marketing.
