gen z

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Why Gen Z is so important to SK-II and its 'Pitera & Me' campaign

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.

Apr 18, 2022

Why do luxury brands misunderstand Gen Z in China?

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

Feb 16, 2022

93% of APAC youth say pandemic changed their lifestyle forever

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.

Jan 12, 2022

Understanding today’s Gen Z: From glossy luxury brands to inclusivity and cultural identity

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.

Dec 20, 2021

Understanding Gen Z in India

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.

Aug 24, 2021

Brands, entertainment and the rise of convergence culture

Gen Z is redefining the entertainment marketing rule book.