The cohort makes up 22% of Hong Kong, commands HK$50 billion in spending, particularly across travel, entertainment and snacking, new Publicis research finds.
True
genz
Scroll-stopping or scroll-past? The 2.5-second ad dilemma
genz
multi format storytelling
snap
surbhi johri
As Gen Z rewires the attention economy, brands are trading static ads for AR, creators and bite-sized storytelling to stay in the frame.
Should brands try to be 'besties' with GenZ?
genz
instagram
tiktok
trendjacking
Pandering to GenZ by ‘meme-jacking’ will not help brands if they do not compensate and credit creators, says Bob Gold & Associates’ Albert Heape
APAC Gen Z harnessing AI to play Cupid: Tinder
genz
relationships
research
tinder
valentines day
According to a new report on modern dating by Tinder, young adults are embracing AI and changing relationship norms as they search for meaningful connections in a digital age.
Is advertising still a viable career for young people?
artificial intelligence
automation
genz
layoffs
recruitment
Campaign explores how an industry reliant on new blood to remain current will need to adapt to appeal to the younger talent it wants.
What does DEI mean to Gen Z?
dei
essencemediacom
genz
EssenceMediacom’s experts on Gen Z and Gen Z staff weigh in on their expectations from their workplace, and how the advertising business can navigate the often fraught landscape of diversity, equity, and inclusion.
Obsessed: Tapping into the power of superfandom in APAC
genz
pop culture
taylor swift
Three in five Gen Z identify as a superfan in some way. From tears to cheers, screaming Switfies to fan misbehaviour, emotions and entertainment are goldmines for brands. Canvas8’s Elly Lau reveals Asian trends and behavioural insights.
Younger consumers are expecting brands to play a role in society: Zeenia Bastani
genz
In a chat with Campaign India, Maybelline New York & NYX professional makeup's GM, shares insights on how tech is changing the beauty game, what younger consumers expect from brands, and more.
When ‘best value’ and ‘personal values’ clash: The Gen Z dilemma
genz
If your brand’s core value proposition hinges on being cheap and fast, eventually you’ll lose out to someone doing the same thing cheaper and faster.
How brands can authentically connect with Gen-Z Muslims
genz
Muslim communities feel unseen, misrepresented and stereotyped. New in-depth research offers lessons for brands to connect with this group’s younger generation.
The need for strong local culture
culture
genz
korea
weber shandwick
The EVP of client experience at Weber Shandwick Korea on the many cultural preferences of Gen Zs and millennials.
Fairy comments and our evolving use of language
genz
Comments are not just comments. Brands must understand nuances of tone and voice before adopting language trends for popularity, says this consumer insights lead.
APAC Gen Zs feel more empowered to change brands for good
genz
McCann study also shows Malaysian and Indonesian Gen Zs are more often looking for the next cool thing, Korean Gen Zs feel the least pressured to be constantly busy, and Chinese youth would pay most for a brand that supports shared issues and values.
Fresh tips for getting China's online youth engaged in live events
genz
With brand loyalty dropping among young consumers, encouraging interaction, gamification and new experiences through technology can really help. Pico's global activation VP provides recent examples.
Udderly brilliant: Why Gen Zers are learning about dairy farming on Minecraft
genz
Dairy Management turns to young interns for inspiration.
What luxury needs to know about China’s slasher generation
genz
On a cultural level, the slasher phenomenon demonstrates what Chinese millennials value — individuality, flexible work hours, and self-entrepreneurship.