Gen Z is transforming the face of luxury marketing, and according to Marieke Dekker at SuperHeroes, “interestingness” is the currency that will win them over.

Gen Z is set to spend on luxury goods at a rate three times faster than other generations. This new generation of luxury consumers has entered adulthood, and social media and influencers have made it easier to discover and fall in love with luxury brands. In an industry that’s having a tough time, this is a great opportunity. But it also comes with a challenge. Because Gen Z doesn’t watch ads; they watch what interests them.