If there is one thing that separates out the Gen Z market from its Millennial predecessor, it’s that it grew up with social media and tech as a way of life. Gen Z is a far greater consumer of online content than any other generation, and therefore makes purchasing and lifestyle decisions that are heavily influenced by online media. Gen Z commands a whopping US$ 44 billion in spending power, and therefore getting the approach right to tap into this lucrative market is key. Businesses that look to get their products and services in front of Gen Z are turning to media channels and platforms that are much more visual. After all, this is the video generation that gets its content via YouTube as opposed to mainstream TV, choosing content that is created for them, and increasingly by them. They are driven by the idea of connecting with brands through immersive experiences with likeminded people, either online or in-store - just go to any Apple store to see this in action. For entrepreneurs looking to reach Gen Z for their own business growth, it’s about creating meaningful and relevant brand experiences and content that will genuinely resonate with this visual generation.