Gen Z: The New Frontier of Advertising Influence

ExchangeWire columnist Shirley Marschall questions the advertising industry's heavy focus on Gen Z and argues that the so‑called "medium-old" (40+) cohort behaves differently as consumers. Using a personal anecdote about buying Doc Martens, Marschall suggests older generations' choices are often driven by long-established preferences and brand history rather than short-term trends or social algorithms. Contributors quoted in the column (including marketing experts and industry CEOs) propose alternative explanations: Gen Z may represent "unfinished consumers" with higher theoretical lifetime value, influence mechanisms may be category-specific, and exposure to the right topics can be demographically blind. The piece calls for a rethink of generational targeting assumptions, noting that influence varies by life stage, product category and the type of cultural exposure involved.