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.