Reaching the moms of tomorrow: How Kimberly-Clark targets Generation Z

This event-report describes insights that Kimberly-Clark, the personal care paper products manufacturer, has identified regarding Generation Z (those born after 1994) in the US, with importance placed on personalisation and digital services.

Reaching the moms of tomorrow: How Kimberly-Clark targets Generation Z

Stephen WhitesideWarc

Generation Z contains approximately 23% of the US population. Put another way, it includes the 70.7 million people in America who are aged between one day and 18 years old. Its youngest representatives are in diapers, while its most senior outriders are preparing to attend college. For all their differences, however, a telling characteristic unites every single member of this group.

"This is a consumer that was born after the internet was created," Kelly Stephenson, senior brand manager for Huggies at Kimberly-Clark, told delegates at the...

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