CHICAGO: Gen Z’s preferences tend to have significant influence on the purchase behaviors of their household, according to new research which recommends that manufacturers and retailers adjust their marketing strategies accordingly.
BANGKOK: Asia’s kids are digitally-native consumer powerhouses, influencing their parent’s spending in the clothing, travel and household categories while also spending more than three hours a day online.
Looks at the power children have across a lucrative market, due to both how much they spend on themselves and the purchasing influence they have on their families, and how to carefully market to them in a way that can build life long brand relationships.
SYDNEY: Internal Facebook documents indicate that it has carried out research in Australia enabling it to target young people at vulnerable moments, but the social media giant has rejected any suggestion such information has been sold to ...
Brian Carruthers, Event Reports, MRS Impact, March 2017
This event report looks at how brands prepare for technological and cultural change; the BBC, the UK's public broadcaster looks to its audience, while PepsiCo's fruit and veg division looks beyond juice toward health and wellbeing.
MANILA: The Philippines has a huge Gen Z population, which will offer new opportunities for marketers in 2017 despite the political and economic uncertainties the country faces, according to an industry figure.
SAN FRANCISCO: Toy owner Mattel has shaken off the "blonde bimbo" image its Barbie doll had acquired by going back to the product's origins and purpose to appeal to millennial mothers, a top executive told Warc in an exclusive interview .
MRS Awards, Finalist, New Consumer Insights, 2016
This paper describes a UK research project by Egmont Publishing to explore whether time-poor parents still read to their children and, if so, whether they use a digital device or a print book, and the emotional drivers around this activity.
Sam Clough, WARC Best Practice, July 2016
This article seeks to establish best practices for marketing to children, both causes of parental spending and consumers in their own right - an attractive audience for marketers, they exert influence far beyond toys, to supermarket shops, family holidays, and even the car.