How brands can effectively engage young consumers

Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.

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In a global study among 9,650 respondents in nine countries InSites Consulting compared both Generation Z and Millennials/Generation Y (what we term NextGen) with two older ones: Generation X (born 1965-79, parents of Gen Z) and the Baby Boomer gener

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