Brands must create “better connected” consumer journeys to win favour with ‘Generation Z’, according to new research from Kantar Millward Brown.

The WPP-owned research agency has released its ninth annual digital and media predictions for 2017, and argues that advertisers are running out of time to better understand the needs of Gen Z – also known as post-Millennials and Centennials.

Marketers will need to develop creative content that appeals to the “imagination and emotions” of the two billion Gen Z consumers globally, and discourages ad blocker adoption, argues Kantar Millward Brown.

The study also concludes that advertisers should move towards content that embraces the capabilities of immersive technologies, such as augmented reality and virtual reality.

“Gen Z will not only change how brands communicate but also create challenges in how brands demonstrate authenticity and transparency in digital,” said Duncan Southgate, global brand director, media and digital, at Kantar Millward Brown.

“Strategies that are likely to be successful include investment in digital platforms that allow consumers to co-create a shared brand experience; Gen Z will be hands on – they want to try it, take it apart and re-create it.

“This will require a new approach to branded content. With the landscape ripe for new creativity, marketers will need to closely monitor which formats Gen Z and other consumers find annoying and intrusive, particularly on their first screen, mobile. Alongside this new form of content, marketers also need to deliver a seamless brand experience across all touchpoints.”