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Inside the Minds of Gen Z
The cohort differs from preceding Millennials is its “aspirational unapologetic-ness,” said Juv Consulting founder Ziad Ahmed. Faith Andrews-O’Neal and Ziad Ahmed KATIE JONES/WWD Increasingly isolated and more online than ever, understanding…
Facing A Generational Shift, How To Engage Gen Z
For even the most established brands, the time has come for a shift in audience engagement. Younger audiences aren’t as loyal as previous generations, and their expectations for brands have…
Meet the Gen Z brand whisperers: ‘I come in and I’m like: don’t make some weird old-ass campaign!’
Big companies are turning to young people to avoid falling foul of Gen Z’s values. One even has its own ‘ZEO’. But is it driven by principles – or profit?…
The Right Way to Build Brand Love by Hopping on Viral Trends
The Paralympics’ lighthearted TikToks contrast the industry’s conventional disability content The Paralympics has reached 3.2 million TikTok followers by pairing game clips with viral sounds. Richard Fox is not interested…
Are Lavish Influencer Trips Still Valuable for Brands?
Marketers look to sponsor experiences that impress creators—without irritating consumers These trips facilitate a more intimate relationship between creators and brands, but they also carry risks.Kacy Burdette When GoPro hosts…
Gen Z: The Intersectional Generation and the Future of Digital Media
As Gen Z matriculates in age and begins to gain more spending power, businesses must consider them as a legitimate consumer base and massive asset. Businesses must understand which platforms…