The EVP of client experience at Weber Shandwick Korea on the many cultural preferences of Gen Zs and millennials.
Comments are not just comments. Brands must understand nuances of tone and voice before adopting language trends for popularity, says this consumer insights lead.
To appeal to Gen Z, established brands should never try at all costs to act as if they are young. On the contrary, because of their easy access to vast troves of data, Gen Zers value authenticity.
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.
A study by Unidays shows that brand campaigns and incentives are not the reason the digital generation is getting vaccinated.
A study by MullenLowe shows Gen Z expresses ambivalence towards brands.
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