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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.

Gen Z’s virtual world is very real
china gen z By Echo He

Virtual concerts, virtual variety shows and live-streaming of virtual performances: It's all about living in the digital reality for China's Gen Z, opines Echo He of WPP's Mindshare.

RIP Gen Z, Millennial, Boomer: Is it time for the marketing industry to ditch generational labels?
gen x gen z By Matthew Keegan

Leading think tank The Pew Research Center has announced it will stop using generational terms like 'Gen Z' to describe different cohorts of society, but should marketers follow?

Brands court Gen Z with anime as popularity surges
gen z By Sabrina Sanchez

As audiences consume more global content, brands are tapping into the rising popularity of East Asian pop culture among U.S. audiences.

Employees are being influenced by Gen Z colleagues to reexamine the workplace, study finds
culture gen z By Ewan Larkin

Edelman’s latest Trust Barometer report found that Gen Z is shifting employees' perspectives on work-life boundaries, openness to new technology and self-advocacy.

Behind Alibaba’s Taobao Maker Festival: Engaging Gen Z consumers and setting the trend for China’s retail sector
alibaba gen z taobao By Staff Writer

Taobao’s flagship festival makes a triumphant return with exhibitions across 10 cities showcasing the shopping trends of China’s Gen Z consumers.

The new zeitgeist: It's anti-heroes, neo-hedonism and emotional health for Asia's youth
gen z By Nikita Mishra

The definition of boundaries is shifting—from emotional expression to personal pleasures—a Vice research highlights the tremendous transformation that Asia’s youth is undergoing. Campaign examines what this changing landscape means for brands targeting Gen Z.

Less than a quarter of APAC youth find identity in brands, even fewer influenced by celebrities: Vice
asia gen z research By Nikita Mishra

Results from an extensive APAC study by Vice Media, revealed to Campaign exclusively, reiterates the need for brands to recalibrate how young people view their identity, success and creativity.

Knorr dares Gen Z to ‘Eat for good’ in environmental push
gen z knorr sustainability By Charlotte Rawlings

The brand invited influencers to play a game of truth or dare to uncover the impact of food consumption on the planet.

Indonesian Gen Z seeks ‘me in we’
culture gen z indonesia By Gunjan Prasad

Brands need to ‘walk the talk’ or risk alienating the largest target group.

Will Gen Z break up with your luxury brand?
china gen z luxury retail By Daniel Langer

Half of the existing luxury brands today likely won’t survive by 2030. They must deliver a best-in-class performance or risk becoming obsolete to Gen Z.

Pets, tech, fashion, eco-products and subcultures: What China's Gen Z cares about
alibaba china consumer creative Dentsu gen z taobao By Minnie Wang

This week's Alibaba's Maker Festival reflects many of the latest Gen Z consumer trends in China. We ask Gen Z creatives for their input and advice on how brands can respond.

This is what happens when Gen X creatives make ads for teens

BBDO gen z thailand By Ad Nut

AD NUT'S PICK OF THE WEEK: In a spoof ad by skincare brand Clean & Clear and BBDO Bangkok, Gen Xers and millennials come under fire for ‘not understanding’ what teens really want.

Edelman hires Gen Z cohort and appoints ‘ZEO’
edelman gen z By Evie Barrett

Edelman’s ‘Gen Z lab’ will employ 100 under-25s, in order to offer insight into the Gen Z consumer mindset.

Three things your Gen Z customer want
gen z singapore By Gordon Chua

Perspective of a Gen Z: Devries Global Singapore consultant Gordon Chua writes on what his generation expects from brands wanting to woo them.

The key to Gen Z: How brands can speak to the next generation
brands gen z marketing By Charlotte Rawlings

With Gen Z frequently clicking the skip button and navigating an uncertain financial world, how are brands and agencies adapting their strategies to appeal to the youth of today?

Why Gen Z is so important to SK-II and its 'Pitera & Me' campaign
china gen z pg skincare By Minnie Wang

Sue Kyung Lee, Global CEO of SK-II details how the brand's new campaign was inspired, ideated, and designed to connect with Gen Z consumers.

Why do luxury brands misunderstand Gen Z in China?
gen z luxury By Daniel Langer

Gen Zers value nothing more in brands than clear values. Hence, brand storytelling has become more critical than ever before.

93% of APAC youth say pandemic changed their lifestyle forever
asia gen z research By Matthew Miller

Results from an APAC-wide study by Vice Media, revealed here exclusively, underscore the need for brands to re-examine everything they think they know about the way young people view family, money, time, mental health and work.

Understanding today’s Gen Z: From glossy luxury brands to inclusivity and cultural identity
authenticity gen z inclusivity By Shiva Grover

Concerned about worsening income inequalities, Gen Z is shifting expectations of what luxury brands should represent away from exclusivity and aspiration, and towards authenticity and accessibility, according to a strategy and insights executive at M&C Saatchi Performance.

Understanding Gen Z in India
gen z india marketing By Feryl Badiani

Indians born between 1997 and 2010 differ both from the western conception of Gen Z consumers and from each other, depending on where and how they live.

Brands, entertainment and the rise of convergence culture
gen z marketing By Giles Fitzgerald

Gen Z is redefining the entertainment marketing rule book.

Bilibili's hold on the hearts of Gen Z in China
china gen z video By Minnie Wang

CHINESE PLATFORM SPOTLIGHT: In the first of a new series, we recruit experts to look into the mainland video platform's audience, content, brand usefulness and future prospects.

Gen Z and millennials seek diverse voices in audio
gen z spotify By Sabrina Sanchez

A report by Spotify reveals young people are seeking out more diverse audio content.

Gen Z relies on non-traditional sources for healthcare information
gen z healthcare By Sabrina Sanchez

A US study by Mediahub reveals social media has become the most trusted source for healthcare information.

How Gen Z expects brands to influence change
brands gen z mccann By Sabrina Sanchez

A study by McCann Worldgroup’s Truth Central shows Gen Z is in the driver seat and wants brands to follow.

How brands caught the attention of Gen Z during the Super Bowl
gen z super bowl By Sabrina Sanchez

Second-screen activations included influencer partnerships and social media sweepstakes.

Gen Z: The next generation of misguided twaddle
advertising gen z media By Bob Hoffman

THE AD CONTRARIAN: You'd think that after 10 plus years of hysterical 'millennial' horseshit that went nowhere, the advertising industry would have learned something. But, of course, the ad industry never learns anything. So here we are again.

APAC's Gen Z faces mental health crisis as they struggle to manage pandemic blowback
communications gen z mental health sandpiper top of the charts By Rahul Sachitanand

Economic and lifestyle impacts from COVID-19 are taking a severe mental toll on this group, according to research from Sandpiper Communications.

Campaign Crash Course: Five tips on marketing to Gen Zs
gen z By Staff Reporters

Gen Z is fast becoming one of the most important consumer segments for brands, but do marketers understand what makes this generation tick? Find out how to speak to the digitally-native generation in a language they appreciate. And in true Gen Z style, test your knowledge with a quiz!

Marketing's stupidest religion
gen z marketing By Bob Hoffman

THE AD CONTRARIAN: Every 20 years or so the research industry has to come up with new fresh and mysterious "generational" horseshit to sell to marketing dimwits.

The ‘snacking’ generation: How digital natives consume and create on TikTok
gen z marketing tiktok By Staff Writer

Digital natives have different ways of seeing the world and expressing themselves than their predecessors. How could marketers better speak to them? TikTok For Business Japan’s latest white paper on Gen Z, denoting those born between 1996 and 2010, might provide some insights. We sit down with Ryo Hiroya, creative strategy director of TikTok For Business Japan.

Three post-pandemic Gen Z behaviour trends to watch
gen z research By Kian Bakhtiari

How are young people adapting to the post-Covid world?

Here's how marketers need to target Asia's aware, wired Gen Z
brands gen z influencers marketing By Rahul Sachitanand

While members of this generation expect to fare better than their parents, they are more accepting of changing social norms, according to a Wunderman Intelligence APAC study.

Spotify's 5 global Millennial and Gen Z trends
culture gen z spotify By Lindsay Stein

The digital music service has released its first annual Culture Next Trends Report.

Centennials don't care about your brand's good reputation
gen z By Olivia Parker

A new study by Dentsu Aegis Media looks into the buying habits of 16- to 23-year-olds in Southeast Asia.

Wise up: The big mistakes luxury brands are making with China’s Gen Z
china gen z luxury marketing By Christine Lee

Luxury retailers are making a host of mistakes from confusing 'Gen Z' with millennials, to missing the current mania for limited editions, to picking the wrong celebrity endorsements.

Gen Z challenges SEA brands: Kantar Millward Brown
brands gen z market report spending study By Faaez Samadi

New report says Generation Z is the hardest to reach for advertisers in the region, with almost a quarter of the cohort using ad blockers.

The behaviours of Gen Z in Vietnam
gen z OMD By Adrian Peter Tse

This joint study from Epinion and OMD highlights the behaviours, values and market potential of gen-Z in Vietnam. The researchers surveyed 710 Vietnamese between the ages of 13 and 21, largely in the Hanoi and Ho Chi Minh urban areas.