WHY Group VP Miriam Browning Nance recently joined ARF Pharma Council’s FutureHealth podcast to talk about connecting with Gen Z and new pathways to care.
SVP Maxine Gurevich on Why Subcultures Are the Key to Reaching Gen Z
Last month, Horizon’s SVP of Cultural Intelligence Maxine Gurevich attended the 2024 Youth Marketing Strategy NYC to chat about all things Gen Z, highlighting research from the WHY Group’s 2023 Gen Z Field Guide report.
Below are excerpts from the conversation. To learn more about how your brand can utilize subcultures to connect with Gen Z, reach out to AskWhy[at]horizonmedia.com.
We’ve entered the Era of Mass Niche
The TikTok-ification of social has transformed how and what Gen Zers connect on
Gen Zers face pressure to stand out in order to fit in
Subculture highlight: TALE-gaters are tuning into off-court, behind-the-scenes sports content
