Campari’s Vice President Andrea Sengara shares profound insights on engaging Gen Z consumers, a demographic that plays a pivotal role in shaping retail trends. This generation, defined as those born between 1997 and 2012, is characterized by its preferences for authentic experiences over material possessions. Research by McKinsey highlights that Gen Z not only spends more on luxury goods but also frequents online shopping platforms, reflecting their digital savviness.

For brands like Campari, connecting with these conscious consumers is crucial. Sengara emphasizes that Gen Z’s desire for authenticity necessitates creating immersive brand experiences. Campari’s Aperol brand has successfully engaged this demographic at high-profile events like Coachella, where it transformed the festival ambiance into an authentic Italian gathering, reinforcing the brand’s identity.

Furthermore, Gen Z is gravitating towards low-alcohol options, making brands like Aperol particularly relevant. By integrating with e-commerce platforms such as Instacart, Campari ensures its products remain accessible to this digitally-oriented generation, supporting seamless online shopping experiences.

Authenticity in marketing is paramount today, as consumers are increasingly skeptical of traditional advertising. Sengara asserts that genuine connection builds long-term loyalty, making it essential for brands to engage meaningfully in a crowded marketplace. As Campari continues to innovate in connecting with Gen Z, its focus on authenticity and experiential marketing will likely shape the future of retail engagement.