One is the largest generation in the US, and the other is at the forefront of shaping expectations for brands — so how does marketing to Gen Z and millennials really work? Millennials, born between 1981-1996, make up 23% of the global population and 21% of the US population, meaning they are the largest demographic by age.

Gen Z refers to people born between the mid to late '90s and the 2010s and is the most diverse generation in human history. Despite some being close in age, they vary significantly in the type of marketing that resonates with them. For example, Millennials are known for driving a perfect aesthetic, while Gen Z rejected the trend by actively trying to avoid it.

This means that to appeal to both generations, businesses must strike the perfect balance of authentic and 'real' while also offering the same sense of aspiration. Carissa Flinders shares with me her insights on what technology each generation is using and how brands can leverage tech to better communicate with audiences.