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Youth lifestyles & attitudes

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Article

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

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.

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.

Research Paper

This paper explores how PepsiCo, a food and beverage company, used a comparative assessment between multiple markets to measure the impact of the current economic situation on consumers in Egypt, Tunisia and Saudi Arabia.

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 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.

Article

This event report describes how Pernod Ricard, the international alcoholic beverage brand recast the brand for a young Indian audience by exploring a more nuanced idea of success than just wealth.

Article

This event report discusses how MTV engaged Indian youth by pioneering a completely new form of market research/insight gathering methodology through the selfie.

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 event report describes how Safaricom, a Kenyan mobile operator, reframed its relationship with millennial consumers by creating a new brand, Blaze, that would celebrate unconventional success.

Article

This report explores the online behaviour of students through a survey of 5,198 students - defined as those who responded that their current working status was 'in education'.

Article

This article investigates characteristics of Korea's emerging consumer demographics including millennial parents, internationalist singles and shoppers in their forties with high disposable income.

Article

This event report outlines how Fiat Chrysler, the carmaker, is seeking to create automotive solutions which truly meet the needs of millennials.

Article

This article considers the hype attached to the belief that Millennials are unlike any other generation, and finds that the majority of the cohort are much like older compatriots - unless they are affluent.

Article

This event report outlines how brands can effectively reach members of Generation Z, and thus begin to build lasting connections with these young consumers.

Article

This article delves into key findings from Junkee Media's annual survey of Australian millennials, surveying their attitudes to owning a home, finding their purpose in life, and engagement on social and political issues.

Article

This article argues that Millennials have reached the age where their values are impacting the era in which they live, and on which they will leave an indelible trace.

Article

This annual report by J Walter Thompson Intelligence investigates the trends and emerging consumer behaviours set to shape marketing globally in 2017.

Article

This article myth-busts common misconceptions about marketing to Asia's millennials, and provides practical advice on brand purpose, user-generated content and developing an influencer strategy.

Research Paper

This paper describes work carried out for AB-inBev in Germany, in support of a mixed-method approach aimed at understanding Generation Z and translating the findings into insights worth embracing - through a film outlining the diverse stories of this generation.

Article

This article, based on research from Ogilvy Noor, outlines why young Muslim women are an overlooked opportunity for marketers and how brands can market to a segment that values faith and modernity.

Article

The article outlines ten ways in which millennials differ from older generations in their attitudes toward money and finances, based on research by HSBC Bank.