The Emergence of Generation Z and Its Impact in Advertising: Long-Term Implications for Media Planning and Creative Development

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

The Emergence of Generation Z and Its Impact in Advertising: Long-Term Implications for Media Planning and Creative Development

Duncan Southgate

Kantar Millward Brown, Frankfurt, Germany

Editors’ Note:

Kantar Millward Brown regularly analyzes attitudes and reactions toward advertising. Duncan Southgate, global brand director of media and digital, led the firm’s 2016 “AdReaction” generational focus on people ages 16 to 45 yea 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.

WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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