youth

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.

Aug 12, 2021

APAC Gen Zs feel more empowered to change brands for good

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.

Oct 27, 2020

Instead of blaming young people for Covid, engage with them

'If you want to know how to change the behaviour of a group of people, co-create it with that group.'

Oct 26, 2020

Does the PR industry have an ageism problem?

Yes, say veterans who accuse agencies of missing the big picture while “fetishizing youth.”

Sep 2, 2020

Tackling ageism needs to move up adland’s agenda

WPP CEO Mark Read's inadvertent comments have triggered a necessary debate.

Apr 27, 2017

Once infamous shut-ins, Japanese youth are finally sharing quarters

An influential minority now lives in shared accommodations.