Gen Zers are anxious about the future but believe they can change the world, according to new survey

Young people choose saving over spending and want brands to work for the greater good, Wunderman Thompson study shows

Gen Zers are anxious about the future but believe they can change the world, according to new survey

The world’s youths, collectively dubbed generation Z, are frustrated and uncertain about the future, yet convinced they are capable of uniting to bring about change, according to a new study by Wunderman Thompson Intelligence. And even though the pandemic has stirred up every aspect of their lives, gen Zers remain unshaken in their core values, […]

New whitepaper shows almost half of Gen Z consumers don’t use loyalty programmes

New whitepaper shows almost half of Gen Z consumers don’t use loyalty programmes

Brands are failing to engage younger generations with their loyalty programmes, according to a new whitepaper by Mando-Connect and YouGov which launched on Tuesday 3rd March at The IPM’s Loyalty Dynamics event. The report reveals that while 76% of British people are currently members of loyalty programmes, some 44% of men aged 18-24 don’t use […]

Millennials see Gen Z as more money-minded, less collaborative and workshy, new research shows

Millennials see Gen Z as more money-minded, less collaborative and workshy, new research shows

As the first Gen Z graduates start joining the job market en masse, new research shows that Millennials see the up-and-coming generation as being more money-minded and less collaborative – but more focused. According to a six-country survey by research experts B2B International, in which over 900 HR and Business Managers were interviewed, 61% of Millennials see the youth of today as caring more […]

Not all lazy, self-obsessed snowflakes: Generation Z is being stereotyped by traditional media and by society

Not all lazy, self-obsessed snowflakes: Generation Z is being stereotyped by traditional media and by society

Research released on July 30 has shown that seven out of ten young people (69%) think they’re being stereotyped in society – and that the most common labels are that they’re self-obsessed (35%), video gamers (33%) and lazy (32%). It also highlighted that young people see social media platforms as the best at representing their […]

Samsung launches campaign empowering Gen Z & young millennials to show to the world the ‘Real India’

Samsung launches campaign empowering Gen Z & young millennials to show to the world the ‘Real India’

One of India’s most trusted mobile and consumer electronics brand Samsung have launched a nationwide digital campaign, #IndiaReadyAction, empowering Gen Z and millennials to break stereotypes about India, by capturing and sharing videos of Real India through their smartphones. Starting today, the month-long campaign #IndiaReadyAction will urge Gen Z and young millennials in India to […]

Brands must rethink targeting to embrace personalisation, according to new Zenith report

Brands must rethink targeting to embrace personalisation, according to new Zenith report

Brands looking to embrace a mass personalisation approach to marketing need to rethink their generational targeting strategy in order to drive consumer engagement and business growth. Targeting by age is still the accepted practice across many advertising categories. However, with fundamental shifts in media consumption and trading, combined with significant changes in life stages and […]

Gen-Z trusts brands but feels the psychological pressure of being stereotyped, says new UM research

Gen-Z trusts brands but feels the psychological pressure of being stereotyped, says new UM research

A study revealed shows that the 18-24-year-olds of Generation Z trust brands over anything else bar the police: a quarter (25%) say they trust brands, a greater number than trust the government, the media, their Church, influencers, or social platforms. But at the same time, three-quarters of them (75%) think they are under a lot […]