Gen Z Wants Storytellers, Not Ads: Q&A with Filmmaker Ben Proudfoot

Jordan Kelley, Content Director,

Youth culture and buying power are wrapped up with one another. And although it is well documented that the youngest purchasing generation, Gen Z, will consume more advertising material targeted at them than any previous generation, ultimately brand marketers continue to try and use the same old ad models to reach the highly savvy and even more highly critical group.

Part of the problem stems from the huge cultural and age gap between those with the power to make major campaign decisions and those with the power to invoke "cancel culture" from the palm of their hand. If only the decision makers had a go-between; a proven, trusted professional still connected enough to youth culture all