What's old is new again in marketing: 

The pandemic has shifted trends, forcing content marketing back into the spotlight instead of the reliance brands put on experiential marketing. The main force of this comes from the generation that will soon takeover to almost half of all consumers, Gen-Z. It seems that just as the world and brands were feeling adjusted to the demands and shifts of millennials, the Gen-Z generation became old enough to have purchasing power. 

However, if content marketing is the key to Gen-Z, I wonder why it is that brands still have such a hard time capturing them as consumers? If you look at different industries, many new brands are emerging as disruptors in the category because they are able to capture the Gen-Z market. In the beauty industry as an example, acne products and solutions have existed for decades. So why is it then that brands like starface and topicals were able to disrupt the acne skincare market and attract so many of these new consumers? 

I don't know if we have an exact science behind it, but the article I included at the end of this link has some good ideas on how to regain their attention through new ways of content marketing. 

A few suggestions were:

1) Video content that has them stop in their tracks

2) Content focused on the benefit and service and not just the product

3) micro influencers or those that feel genuine to the consumer 

The way to win this new consumer, is to speak to them not as a brand and a seller but as a friend building a community. These consumers want to be part of something larger and more important, and their digital native ways allow them to do so. The brands just need to catch up and on. 

https://gulfbusiness.com/generation-z-how-should-brands-target-and-engage-them/