GoKawiilCoach and UTA Execs Say Brands Must Co-Create With Gen Z, Not Market At Them
At a Fast Company panel, Coach CMO Joon Silverstein and UTA's Ziad Ahmed argued that brands succeeding with Gen Z are involving young consumers directly in creative decisions rather than relying on traditional campaigns and influencer marketing. They described a shift away from top-down trend-chasing toward genuine collaboration with younger audiences.
GoKawiil's interpretation of the reporting above, not reported fact.
Gen Z's skepticism toward conventional advertising has forced marketers to rethink engagement strategies, and this discussion signals that established fashion and talent industry leaders now see co-creation as essential rather than optional. Brands that fail to adapt risk losing relevance with a generation that expects authenticity and input, not just messaging aimed at them.
- Coach and UTA executives emphasized involving Gen Z in creative processes over traditional campaigns.
- The panel reflects a broader industry shift from trend-chasing to genuine youth collaboration.
- Authentic engagement is becoming a competitive necessity for brands targeting younger consumers.
Source: fastcompany.com, 2026-09-15
Published there as: “What Gen Z Wants from Brands”
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