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 […]
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 […]
Teespring, the online commerce platform which empowers creators to design, promote and sell their own products, have conducted in depth research into the generation leading the way online – Gen Z. We are now in an era led by this powerful generation; they are not only controlling the digital sphere, but also spending habits – […]
Commissioned by MWWPR and conducted by Wakefield Research, a recent study unveiled today has identified that 24% of the UK population believe that a company’s values, actions, and corporate reputation are just as important as its product attributes and features. Dubbed the CorpSumer, this growing and powerful segment are valued for their loyalty, but their […]
It’s 10 April 2018 and a nervous Mark Zuckerberg, founder of Facebook, stands before the US Congress. It’s the turn of 84-year-old US senator and Republican high-tech task force chair Orrin Hatch to ask the questions. Facebook is at the centre of a scandal after it was revealed that Cambridge Analytica, a British data firm hired […]
It seems that rarely a week goes by without a new statistic showing just how low consumer confidence has dropped thanks to Brexit. This isn’t great for brands, but this issue seems fleetingly short term compared to the almost equally prevalent statistics about the fragility of young people. The latest report from the annual UK […]