They'll watch anything that provides value from the start - whether it's street interviews or Wimbledon mic'd up content. What they won't tolerate is the same boring corporate ads everyone else is making.

Erifili, founder and CEO of The Z-Link, operates a global Gen Z-focused agency with 30,000 members across 50+ countries, helping brands from Pepsi to IKEA authentically connect with younger audiences. Author of "Design Your Life, Your Career, Your Way" and builder of a 13,000-subscriber Substack reaching every US state except Wyoming, she reveals why the 8-second attention span myth is misleading and how Gen Z actually craves long-form content when it provides genuine value. In the conversation, she breaks down successful strategies like community-first content pillars, authentic brand engagement in unexpected spaces, and the power of interactive co-creation, while explaining how her team's group chats serve as the primary research tool for understanding viral content patterns.