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Article

Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.

Article

This paper explores the current reading on advertising in cinemas, a distraction-free environment that provides an immersive experience, the movies are seeing a resurgence in popularity among young and senior audiences alike.

Case Study

The Hospital for Sick Children in Toronto (SickKids) shifted the tone of its advertising to one of strength in order to increase donations.

Article

Outlines six key global retail trends and explores their impact on the fast–changing Thai retail landscape.

Case Study

Bank of America, the financial services company, used a partnership with publisher VICE to increase trust among millennial Americans.

Article

Contiki, a global tour operator, pivoted its marketing toward user-generated and educational content to capture millennial travellers.

Article

This article provides guidance and key reading on branded utility and how brands can add value to people's lives, including how big data and digital media can help marketers meet and even anticipate consumers' needs.

Article

This event report outlines some of the failings of political pollsters during the 2016 Presidential election, drawing particularly on learnings from consumer-focused market research.

Article

This article looks into who millennials really are and how their characteristics, attitudes and behaviours are often misinterpreted and simplified.

Case Study

This case study describes how hotel chain Marriott Europe created a start-up accelerator programme to refresh its image among younger, tech-savvy business travellers in western Europe.

Article

This article explains how marketers can guide brand owners through the prevalent paradoxes of the industry by adopting a paradigm that moves towards a both/and framework.

News

NEW YORK: American millennials are the first generation to plan for the future in terms of travel, dining out and exercise, rather than merely saving for retirement, according to new research.

Research Paper

This paper analyses US research data to explore the nature of the millennial psyche in relation to purchasing trends across wearable technology.

Article

This paper explores how the ageing population around the world is challenging prior notions of what it means to be old - this survey finds an age group motivated by health and wellbeing both physically and emotionally.

Article

This event report explores how Tesco, the UK supermarket change, took a US military paradigm from the immediate aftermath of the Cold War and applied it to new customer acquisition.

Case Study

This case study shows how first direct, a financial services brand, further increased the brand's share of new current accounts in the UK by drawing in a profitable millennial audience.

Article

This event report details Future Foundation research on the language of financial services, arguing that the rise of FinTech is a threat to traditional providers in more areas than mere technology.

Article

This article looks at how the Boomer market segment is under-served by current technology provisions and finds three ways in which brands can engage with these wealthy consumers by serving their specific needs.

News

TOKYO: Japan, long regarded as a particularly distinctive market by Western brands, is changing in a number of ways that international marketers need to be aware of and that could make their jobs simpler, observers have suggested.

Article

This article describes the insights gained from a Citizen's Jury looking into the issue of intergenerational fairness in the UK.

Article

This article observes that as the industry congratulates itself over efforts to bring people a privileged, personalised experience, consumers turn to ad blocking software in their droves, and warns that personalisation may be a little too sci-fi for some.

Article

This article explains how marketers can best adapt their strategies to appeal to the 50+ consumer, a growing demographic.

Case Study

This case study demonstrates how Lowe's, a home improvement chain in the US, developed a new utility for a burgeoning social media platform to drive engagement with millennials.

Case Study

This case study describes how the fast food restaurant chain A&W repositioned its menu with a focus on better ingredients to attract younger Canadian consumers.

News

NEW YORK: Generations Y and Z display distinct shopping habits and preferences, according to a new survey, but both are often closer to each other than to older age groups.