The Emergence of Generation Z and Its Impact in Advertising: Long-Term Implications for Media Planning and Creative Development
Kantar Millward Brown, Frankfurt, Germany
Kantar Millward Brown regularly analyzes attit for whom marketers increasingly will have to adapt short-term media-planning and creative-development tactics. But the implications and importance of Gen Z go well beyond their own spending power (whether personal wealth or via pester power) and should be used to shape long-term strategic marketing decisions, Southgate believes. Marketers, therefore, should be careful not to underinvest in media spend and creative experimentation—as well as in research to understand what works and why—when targeting Gen Z consumers.