Capturing and Keeping Gen-Z's Attention

Key findings from Sooth's research reveal that Gen-Z has grown up in a vastly different world, heavily influenced by social media, which has shaped their communication and interpersonal skills. This generation values emotional connection and feeling understood over traditional brand loyalty. In the context of pharmaceutical companies and healthcare advertising, it's crucial to shift away from purely clinical messaging and focus on storytelling that resonates emotionally with Gen-Z. They prefer to be invited into a brand's narrative on their own terms, seeking brands that share their values and offer relatable, empathetic experiences.

‍

‍