This thought piece explains how lack of association has been the primary cause of ads not performing since 2019, and more so in the post-pandemic scenario. Gen-Z, one of Pakistan’s most active audiences, is the primary complainant of ads not associating with them. Their say matters a lot when they are 30% of Pakistan’s population and 25% of the economically active population.

Gen-Z have faced a unique set of scenarios that have impacted how they perceive and associate. They have been through an uncertain era of politics, stagflation economy, and digital revelation. This has also been the leading cause for most in the generation being impatient to things going back to normal, hence developing anxiety.

This though piece also covers the beginning of the metaverse, properly explaining the term and discussing how the new line of marketeers can take up the newly presented opportunity to connect with the audience of tomorrow (Gen-Z)

Marketeers therefore need to resonate with them by keeping it simple, by using relatable influencers, by being holistically available on the platforms they are, be meaningful, engaged, and invest in gaining more insights about them. The piece ends with Mr. Noaman’s advise to marketeers on how to target a huge portion of their target market relevantly.