The world of marketing has been increasingly obsessed with Millennials. Working out what they want, how to reach them and how to engage with them has been the dominant mantra of the past few years. But there's a group coming through that is much less understood, if only because until recently they have been too young for us to ethically research quantitatively – Generation Z.
Although we have seen qualitative studies, until now there has been little robust quantitative research into this post-Millennial group. So, we seized this opportunity to understand if the behaviour and attitudes of 16–21-year-olds differed from...