Five things MTV knows about Gen Z

Low Lai Chow

Gen Z consumers are more focused on experiences rather than materialism when it comes to which content they enjoy.

Today’s youth have changed within the blink of an eye, according to Kerry Taylor, Executive Vice-President of MTV International and Chief Marketing Officer of Viacom UK.

“Today, it’s about your audience driving the narrative. It’s about brands understanding what those drivers are and thinking about, with everything that we do, that can add value to their lives,” Taylor said at the recent All That Matters conference in Singapore, where she spoke about how MTV is evolving for the next generation.

Referencing research by the Viacom Global Insights team, she said: “In 2012, we saw that the things that made...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands