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News

SHANGHAI: KFC, a leading international brand in China, has tapped artificial intelligence and music to engage the country's lucrative Gen Z consumers, who make up 17% of the total population.

News

MUMBAI: Around one third of children in India's cities claim to have bought a product because they liked its advertising, a new report suggests.

News

NEW YORK: American teenagers aged 13 to 17 differ from adults aged 18+ in that they agree advertising helps them choose what to buy, a new survey has found.

News

SYDNEY: Internal Facebook documents indicate that it has carried out research in Australia enabling it to target young people at vulnerable moments, but the social media giant has rejected any suggestion such information has been sold to ...

Article

This article looks at Generation Alpha, the next generation after millennials, and advises on how to understand the demographic.

Research Paper

This paper describes how Ferrero, an Italian chocolatier, utilized a hybridized research approach to understand how children's behaviours are impacted during Ramadan in Saudi Arabia.

Article

This event report looks at how brands prepare for technological and cultural change; the BBC, the UK's public broadcaster looks to its audience, while PepsiCo's fruit and veg division looks beyond juice toward health and wellbeing.

News

MANILA: The Philippines has a huge Gen Z population, which will offer new opportunities for marketers in 2017 despite the political and economic uncertainties the country faces, according to an industry figure.

News

NEW DELHI: India's online video platforms are united in vying for the attention of the nation's children but divided in their strategies, which may or may not involve the use of apps and advertising.

Article

This article argues that Millennials have reached the age where their values are impacting the era in which they live, and on which they will leave an indelible trace.

News

SAN FRANCISCO: Toy owner Mattel has shaken off the "blonde bimbo" image its Barbie doll had acquired by going back to the product's origins and purpose to appeal to millennial mothers, a top executive told Warc in an exclusive interview .

Research Paper

This paper describes a UK research project by Egmont Publishing to explore whether time-poor parents still read to their children and, if so, whether they use a digital device or a print book, and the emotional drivers around this activity.

Article

This article explores what marketers need to know to successfully engage with Generation Z and how this generation differs from its predecessor, millennials.

Article

This article looks at Generation Z, who are digital natives, growing up in a connected world where diversity and inclusion are a reflection of increasing social and digital ideas of 'relevance'.

Article

This article, taken from the Warc Toolkit 2016 report, looks at the influence of the demographic known as Generation Z (generally defined as those under 18), or Gen Z.

Article

This report discusses the consumption habits of people aged between three and 12 years old from around the world, who account for 16.9% of the global population.

Article

This report presents data on children's book-buying in the US and offers key takeaways for marketers.

Article

This event report looks at two techniques – co-creation and humour – that marketers can use to reach different age groups within the children's market.

Research Paper

This paper describes research into the attitudes, expectations and hopes of children aged 9-14 in Latin America, focussing on Mexico, Brazil and Argentina.

Article

This article looks at what Japanese children hope for their futures and what this says about the prevailing national mood in Japan.

Research Paper

Nickelodeon Kids & Family GPS is an on-going, global research effort looking at the changing face and role of the family.

Research Paper

An Ipsos MORI multi-market report (covering the UK, Spain and Sweden) on how societal inequality and materialism impacts on children.

Article

As Japan recovers from the disasters of 2011 there is a lot of discussion about reform, about the need for change and re-considering the future, which in turn has led to a renewed discussion about "what to do about the young." It has been assumed that the lack of focus seen in 16-25 year olds is to be blamed on the "yutori" (relaxed) education policy that values personalisation and individualism, however the influence of manga, development of the internet (which this generation has barely known life without) and a stable middle class cannot be discounted.

Article

While there was concern expressed by parents on many issues affecting their children’s well-being, advertising and marketing to children was not perceived to be a huge problem.

Research Paper

How does one differentiate between findings and insights? Can it be concluded for research in the private sector that the principle difference between findings and insights is one's ability to translate the learning into revenue? Findings are often nice to know; insights should be considered need to know.