Seven ways to connect with Generation Z

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.

Generation Z (for marketing, those aged 16–19) are important to brands because they are a distinct group already making and influencing purchases across many key categories.

Fortunately, there is an increasing amount of data that helps explain their behaviours, attitudes and responses to advertising. Kantar Millward Brown's study looks at key media consumption patterns, attitudes towards advertising and responses to specific creative approaches. It is based on surveys of more than 23,000 consumers in thirty-nine countries and qualitative research among Gen Z in the US, Germany and China. Thirty-one ads were also tested across TV and digital platforms in ten countries.

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