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gen z

No kids, no problem? Why Vietnam’s Gen Z is choosing financial autonomy over traditional milestones
gen z vietnam By Staff Reporters

Vietnam's Gen Z are embracing DINK (Dual Income, No Kids) values as a survival strategy, controlling 92% of spending while delaying traditional milestones amid rising costs.

Pinterest predicts the biggest Gen Z trends of 2026
gen z By Staff Reporters

The Pinterest Predicts 2026 report shows Gen Z using the platform to trade viral chaos for slower, highly curated lives. This means that making pen pals, maximalist brooches, and outdoorsy, explorer-coded fashion is back in again.

'Baidu it and you’ll know' fades as China's Gen Z turns to social platforms for search
baidu branding china digital gen z google marketing platforms search engines

As traditional search engines lose ground, China's Gen Z are increasingly turning to social media and AI tools for quicker, more relatable answers.

Are Gen Zers just boomers in disguise? What marketers must be mindful of as kids become adults
demographic gen z

Marketers have long attempted to distill generational behaviors into easy stereotypes, but Gen Z resists these tidy boxes.

AB InBev India moves beyond sponsorships—Betting big on owned festivals
ab in bev alco beverage budweiser experiential marketing gen z lollapalooza music

Globally, AB InBev invested $7.2 billion in sales and marketing in 2024, focusing on strengthening its mega brands and building brand equity in high-growth markets like India.

What marketers can learn from Gen Z cultures across Asia
gen z Hakuhodo research By Minnie Wang

EXCLUSIVE: In a new report by Ylab and Hakuhodo Consulting, Gen Zs across eight markets are studied to understand what shapes their purchasing decisions.

Generation Greytt: The trillion-dollar market that brands continue to ignore
ageism gen x gen z marketing By Rajeev Lochan

Armed with unprecedented pocket power and digital savvy, the over-50s are redefining what it means to age. Yet businesses remain fixated on youth, overlooking a demographic that's more adventurous, connected and ready to spend than ever before. Rajeev Lochan opines.

Is Gen Z rewriting the marketing playbook?
branding consumer trends gen z marketing oped

Born into a world of unprecedented access and excess, Gen Z is reshaping the rules of engagement. Brands now face the realities of cancel culture, fleeting attention spans and a demand for authenticity. But are today’s challenges really so different from the past?

The anti-social generation
gen z By Maggie Carpenter

Luquire's Maggie Carpenter says Gen Z is changing the social media industry as net natives and natural lurkers.

Samsung encourages Gen Z and athletes to share past failures with ‘openness medal’
gen z samsung sports marketing starcom By Charlotte Rawlings

The medal allows Gen Z to learn more about the stories behind Team Samsung Galaxy (TSG) athletes, including Ugo Didier (para swimming, France), Heung-min Son (football, South Korea), and Yeri Kim (breaking, South Korea).

Ready-to-deploy tools: The secret to engaging Gen Z
data gen z tech By Donavan Ratnasingam

Executives at CONTEN.T suggest how brands can leverage creative tech, data unification, and first-party insights to engage Gen Z consumers.

Most Gen Zers want TikTokers to be legally accountable for health advice
creator economy gen z tik tok By Lecia Bushak

As more people choose TikTok over doctors to receive health advice, they’re also developing higher standards for the accuracy of content.

Truth be told: How India's Gen Z is handling the fake news epidemic
gen z

A recent survey by The 23 Watt reveals concerning trends: Fake news is widespread, and 91% of Gen Z in the capital region believe it can influence voting decisions.

Should Gen Zs make financial trade-offs to navigate this cost-of-living crisis?

gen z tbwa By Staff Reporters

This playful National Australia Bank (NAB) campaign by TBWA Melbourne suggests that Gen Z could improve their lot by making financial sacrifices.

Two generations, same Spotify playlist: Why marketers need to know Gen X to reach Gen Z
gen x gen z spotify By Aliya Gilmore

They might be separated by 30 years but the two generations have many similarities, says the Forsman & Bodenfors cultural strategist.

The Magic Brush: How listening to Gen Z can guide brands through challenging economic periods
china design gen z By Wenxi Chen

As China navigates a rare period of economic downturn, brands and businesses need to reassess the pictures they are painting—and how they provide value, says ECD of Design Bridge and Partners Shanghai.

Creative Minds: Dou Chen wants to dine with her grandmother, Justin Bieber, and Bill Gates
china creative minds Dentsu dentsu creative gen z By Staff Reporters

Meet Dentsu Creative's Gen Z copywriter in China who loves anime culture and has a real name similar to a nickname, ‘Dou’, which means bean in Chinese.

The Economist targets younger audience with OOH campaign
advertising digital marketing gen z journalism ooh By Marianne Calnan

Campaign includes new tagline 'Independent journalism for independent thinking'.

What we can learn from Bilibili's buzzword for 2023, ah?
china gen z of By Minnie Wang

The Chinese video streaming service has made an annual tradition of spotting the top buzzwords among young people in its chats as a way to signal new consumption trends.

Gen Z does not care if your brand is popular
gen z By Rex Hirschhorn

Why branded sonic is more effective than licensed music.