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News

NEW YORK: As the Millennial demographic enters its peak spending years it becomes more important than ever for brands and retailers to understand its shopping behaviors, which differ in many ways from those of previous generations, two new surveys ...

News

BEIJING: Shifting mindsets among mature Chinese consumers have uncovered huge spending potential, spurred by the rapid growth in the country’s economy.

News

SINGAPORE: Location data can offer vital insights to marketers on customer behaviours, particularly hyper-connected millennials, according to an industry expert.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Article

This article reports on how location data can provide insight into the purchase habits of millennials, with examples from five APAC markets (Australia, Hong Kong, Indonesia, Malaysia and Singapore).

Article

This event report looks at research into the mobile behaviours of Gen Z in the UK, a group termed 'mobile prodigies'.

Article

This infographic is based on research from GlobalWebIndex, created with data from a survey of more than 5,871 consumers from Generation Z - defined here as internet users aged 16–20.

News

NEW YORK: Uber, the beleaguered ride-sharing platform, has gained more millennial customers at a faster rate than any other company in the US over the past year.

Article

This event report looks at how Danone, the dairy products company, departed from the category norm with its communications around the launch of a new yogurt brand in the UK.

Research Paper

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.

News

JAKARTA: An increasing number of young, connected Indonesians are choosing to shop online rather than in physical stores, a trend which was demonstrated during Ramadan.

Article

This article examines how millennials think about money and finance as well as how they differ from preceding generations.

Article

This article shows how KFC, one of China's leading brands, sought to engage Chinese millennials with music and artificial intelligence.

Case Study

This case study shows how DB Export, a beer brand, increased sales by asking New Zealanders to drink more beer as a way to help produce biofuel and save the environment.

Case Study

This case study explains how WWF Hong Kong, the wildlife charity, challenged misconceptions about the ivory trade and achieved a total ban of the trade of ivory in Hong Kong.

Case Study

This case study shows how Signature, a whisky brand, tapped into millennials' aspirations in order to increase brand equity in India.

Case Study

This case study describes how French liqueur Chambord joined Stylist magazine to take the brand in a new content-rich direction to reinvigorate the brand in the UK.

Article

This article explores the relationship of Asia's millennials to motherhood, and how these new perceptions affect their relationships with brands.

Case Study

This case study shows how KFC, the fast food brand, created a humorous fake 'clean eating' campaign to successfully launch its newest product in the UK.

Research Paper

This paper reveals the findings of a global study into the behaviours, attitudes and responses to advertising of Generation Z to help marketers understand how to effectively engage them.

News

NEW YORK: Digital experiences are important for both Gen Z and Gen Y, but the younger generation has particular expectations of brands with regard to customer service and how they like to interact with new technology, a new survey has found.

Article

This article outlines how marketers can capitalize on new consumer trends including eating out, packaging and flavour profiles to grow market share during China's economic slowdown.

Research Paper

This article presents the findings of a study, based on 23,000 consumers in 39 countries, examining the media consumption patterns and attitudes towards advertising of the Generation Z cohort, which is now growing up.

Article

This article looks at Generation Alpha, the next generation after millennials, and advises on how to understand the demographic.

Research Paper

This article surveys the habits of Generation Z, a cohort that spends an average of 30 hours per week on their smartphones with much higher shopping on mobile than older generations - as well as being aspirational and much more trusting of both people and brands.