Seven ways to connect with Generation Z

Duncan Southgate

This article presents the findings of a study, based on 23,000 consumers in 39 countries, examining the media consumption patterns and attitudes towards advertising of the Generation Z cohort, which is now growing up.

Generation Z (for marketing, those aged 16–19) are important to brands because they are a distinct group already making and influencing purchases across many key categories.

Fortunately, there is an increasing amount of data that helps explain their...

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