What COVID-19 habits do Gen Z and millennials expect to endure beyond the pandemic

Research from the Boston Consulting Group (BCG) and Snap Inc found that millennials and members of Gen Z have embraced new digital habits during COVID-19 that could endure for the long term.

COVID-19 has “changed almost everything” that marketers need to consider for strategy development, according to Patrick Kemp.

“It's hard to imagine something that it hasn't changed,” the senior manager/marketing science research at Snap Inc., the owner of messaging app Snapchat, argued in a session at the Advertising Research Foundation’s (ARF) 2020 SHOPPERxSCIENCE online event.

“And this includes how the world's youngest consumers, Gen Z and millennials, are purchasing and consuming media, products and services.”

Snapchat’s audience of 238 million active daily users - which incorporates 90 million people in North America - traditionally has skewed toward these cohorts, making it...

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