It pays for brands to be chronically online. Even when Gen Z isn’t directly tagging or naming your brand, the conversations they’re having online—jokes, callouts, offhand comments—can quickly evolve into real brand opportunities. The brands that are listening closely and moving in fast are the ones able to turn those moments into meaningful engagement, and sometimes, even into bigger campaigns.   That said, there’s a right way to show up. If it feels like a brand is just taking a viral idea without acknowledging where it came from, Gen Z is fast to point it out and disengage. This tracks with...