So, how can brands avoid the crushing blow of a block while continuing to sell to consumers on short-form video platforms? This generation is aware that brands use celebrities and artists to garner attention through popularity. This lack of authenticity tends to fall flat with Gen Z. This can be seen in a recent study run by the team here at amp.

Sonic branding has seen incredible growth as a sector over the last five years, building from an incredibly niche field to a widely celebrated and recognized industry. The majority of the world’s top international brands rely on well-thought-out sound to both communicate and sell their products to consumers.