Gen Z ‘translators’ promise to connect brands with elusive younger customers

Connecting with Gen Z is crucial for brands, especially as teens and twenty-somethings gain spending power and influence.

Connecting with Gen Z is crucial for brands, especially as teens and twenty-somethings gain spending power and influence. But doing so can be a bit of an art. That’s why a new crop of companies are offering “translation” services for brands that want to speak Gen Z’s language and, as they say, get “locked in.”