The Emergence of Generation Z and Its Impact in Advertising: Long-Term Implications for Media Planning and Creative Development

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

The Emergence of Generation Z and Its Impact in Advertising: Long-Term Implications for Media Planning and Creative Development

Duncan Southgate

Kantar Millward Brown, Frankfurt, Germany

Editors’ Note:

Kantar Millward Brown regularly analyzes attitudes and reactions toward advertising. Duncan Southgate, global brand director of media and digital, led the firm’s 2016 “AdReaction” generational focus on people ages 16 to 45 years, exploring their attitudes and behaviors toward traditional and digital advertising formats. The younger participants (16-19-year-olds) belong to the emerging Generation  Z cohort,1for whom marketers...

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