Alex Turtschan

Gen Z is described as the most important trendsetter of our time.
Their behavior indicates what will matter in future marketing. Their media usage and values shape consumption as well as influence younger generations. We surveyed them on digital media, influencers, values, expectations, and the pandemic. Interviews and publications were analyzed to create a sentiment picture of this often ambitious yet future-uncertain generation.

They are said to set new standards for communication and demand more from companies and brands: sustainability, diversity, and social responsibility are considered baseline requirements, not bonus points. They expect fast responses, use social media not only for entertainment but also for opinion-building and self-expression. The pandemic increased their need for security, while also driving the desire for flexibility and new work models.
Brands that recognize this shift can build real connections — eye-to-eye, transparent, and meaningful.

The future of the customer journey lies not in more touchpoints but in radical compression. AI-powered search shortens decisions from days to hours, from 15 touchpoints to 5.
Classic SEO thinking is seen as insufficient — brands must understand how AI systems generate recommendations and the role of substance.

Uniqueness, authentic storytelling, and clear quality signals become crucial. AI favors distinctive brands — context over slogans.
Zero-click search and conversational interfaces become central challenges.

Brands must remain visible across all touchpoints — from AI answers and classic search validation to cultural embeddedness.
The journey does not get easier — only different.

They are considered essential for modern marketing. Fandoms offer insights into audience interests and preferences and enable targeted campaigns.

Communities strengthen brand loyalty through authentic communication and engagement.
Committed fandoms can act as multipliers — spreading content and defending their brand.

Success requires participation, not control.
Emotional involvement increases willingness to maintain long-term relationships and support new products.

Consumers navigate fragmented media environments in which expectations, trust, and decision patterns constantly shift.
What role do traditional touchpoints still play when AI assistants provide recommendations?

How does brand loyalty change when algorithms curate choices?
Where does research end when answers are delivered directly?

Successful media planning requires continuous understanding of how external trends shape internal behavior.
Economic uncertainty affects risk appetite.
Value shifts change purchase criteria.
Technological innovation creates new touchpoints.

Only those who decode these connections can design strategies that remain relevant tomorrow.