Gen Z has been on marketers' minds for years, but misconceptions remain, a hurdle that isn't getting any easier to scale as these consumers continue to evolve.

At the same time, several channels are emerging as key opportunities to engage with Gen Z. Marketing Dive recently dove into four of these areas to uncover best practices for connecting with this tough-to-reach demographic.

From a deep dive into connected TV, a channel with untapped potential for reaching younger consumers, to explorations of the metaverse and its complexities, the vibrant world of esports and the rise of social media commerce, we hope this content provides insight into what is and isn't working during the crucial holiday season and beyond.