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...