We have more access than ever before to the lives of celebrities and athletes, and we can clearly see our favourite NFL player is not wearing that watch he promised he never took off in the adverts. The idea that a celebrity is using the same products as your everyday person no longer sells. More than generations that come before it, it understands how the world of advertising works, and it is demanding change.
Gen Z is a demographic that has grown up in and around digital marketing and the internet. Having a big-name celebrity attached to your brand used to be a sure-fire of gaining attention, but as Gen Z emerges as a major commercial force, this is quickly losing power. ‘Fake it till you make it’ is a popular phrase in the modern self-improvement culture, but one area this definitely no longer applies is marketing.įor years, brands have thrown advertising money into the furnace of celebrity endorsements.
