Matthew Carlton, Event Reports, YMS18, March 2018
The young target audience for Jägermeister isn’t drinking as much as previous generations and is more restrained in an age of social media, resulting in the spirit brand adopting a new brand strategy of ‘less is more’.
LONDON: Young British people aged 16 to 25 are the unhappiest generation in a decade, with their sense of wellbeing at its lowest ebb since the Prince’s Trust charity first started measuring young people’s emotional health in 2009.
HONG KONG: Greater affluence, the growing influence of Chinese companies internationally and a rising sense of national pride underpin a trend for Chinese consumers to opt increasingly for domestic brands, a new report has revealed.
Examines behaviours of US millennials, the first digital-native generation, and explains how marketers can best connect with them as a generation that are characterised by diversity and focus on living life to the full in the here and now.
Sam Peña-Taylor, Event Reports, MRS Kids and Youth Research conference, January 2018
Millennials, with their avocados and their poverty, have set the example of what not to do for the next generation: Generation Z, born after 1996, is not only mature in its attitude to technology, but exhibits nuanced ideas about identity and politics.
BERLIN: Gen Z poses a challenge for traditional financial brands, but credit card company Barclaycard found a way to engage them and discovered a serious generation focused on preparing for their future.
Millennials and Generation Z are often spoken about as though they're the same generation, but in fact there are some distinct differences between today's young adults and teens, says Voxburner's Jessica Pinkett.
NEW YORK: New Balance, the sporting goods company, believes that reaching “gamechangers” – an audience mostly falling within the 14–24-year-old demographic – can have knock-on benefits in engaging other key consumer ...
Low Lai Chow, Event Reports, Mumbrella360 Asia, November 2017
Six facts you may not know about China’s online advertising landscape; including the power of government influence, search, consumer attitudes toward advertising, and the power of Chinese online video platforms.
Anna Hamill, Event Reports, Retail Congress Asia Pacific, October 2017
This article outlines five key consumer and economic trends brands should watch for in Asia in 2018, including the rise of India and Indonesia, premiumization, segmentation and the ongoing China slowdown.
Low Lai Chow, Event Reports, Millennial 20-20, October 2017
Singaporean millennials weren’t thinking about retirement planning or healthy eating on festive occasions – this article outlines how two local campaigns aimed to change the behaviours of young Singaporeans on these two important issues.
Duncan Southgate , Admap Magazine, May 2017, pp. 36-38
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.
Mark Inskip , WARC Best Practice, July 2016
This article provides marketers with guidance on how to engage Centennials, young people aged between 0 and 19, who already occupy one third of the global population and who have decidedly different attitudes than their predecessors, Millennials.