Gen Zers value nothing more in brands than clear values. Hence, brand storytelling has become more critical than ever before.
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.
'If you want to know how to change the behaviour of a group of people, co-create it with that group.'
Yes, say veterans who accuse agencies of missing the big picture while “fetishizing youth.”
WPP CEO Mark Read's inadvertent comments have triggered a necessary debate.
An influential minority now lives in shared accommodations.
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