Gen Z approaches major life milestones differently than previous generations, prides themselves on their individuality, and lives their life in a constant state contradiction. We highlight the ways in which brands can lean into the contradictions in order to better understand and market to this generation.

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Why Social Engagement Matters

The fan experience as we know it has been permanently and fundamentally changed. As the industry navigates this shift, we identified the importance of digital community spaces for fostering conversations and connections for consumers and brands alike. We sought to understand why social engagement matters for brands by exploring the relationship between social engagement and the purchase funnel.

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