Kimberly-Clark's tips for reaching Generation Z
Stephen WhitesideWarc
Kimberly-Clark – the steward of such brands as Kotex, Huggies and Poise – may not be able to match the cultural cachet enjoyed by YouTube, Snapchat and Instagram among the digital natives of Generation Z.
But according to John Dryden, Kimberly-Clark's Senior Manager/Shopper Insights, understanding the audience born between the mid-1990s and (approximately) 2010 is no less vital for the company. "If they're not your target consumer yet, they will be very shortly," he said during The Market Research Event (TMRE) 2015, a conference convened by the Institute for International...