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

Duncan Southgate

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...

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