Home Topics Consumers & audiences Millennials & youth

Millennials & youth

Latest
Most Read

Filter by

Marketing to youth (4,993)

Youth lifestyles & attitudes (320)

Youth media use (205)

Search in

Case studies (0)

Articles (175)

Research papers (41)

News (85)

Opinion (14)

Data (5)

Rankings (0)

Show only

Recommended

(30)

Videos

(2)

Date Range

All
Last year
Last three years
Last five years
Set date range

From

Search within

Categories

Brands

Location

Source

320 results found

Reset Filters

Search in

Case studies (0)

Articles (175)

Research papers (41)

News (85)

Opinion (14)

Data (5)

Rankings (0)

Show only

Recommended

(30)

Videos

(2)

Date Range

All
Last year
Last three years
Last five years
Set date range

From

Search within

template

Industry Sector

template

Brand

template

Location

template

Source

template

320 results found

Sort by

How Indian brands can champion their cause effectively

Article • Suraja Kishore , WARC Exclusive, Spotlight India, February 2021

BBDO’s Suraja Kishore introduces Brand Activism 101, a strategic framework that marketers in India can follow if they want to champion an issue.

Physics of brand activism: For every strong belief, there will be equal disbelief

Article • Ajeeta Bharadwaj , WARC Exclusive, Spotlight India, February 2021

Wondrlab’s Ajeeta Bharadwaj shares why it is becoming increasingly important for India’s brands to be vocal about issues, and how to do so the right way.

‘Buy now – pay later’ platforms take off during pandemic as worried regulators circle

News • 09 February 2021

Buy-now, pay-later – or more accurately, buy now and spread the payments – was already gaining traction before the pandemic as a popular marketing tool.

Media generation gap widens during lockdown

News • 09 February 2021

There was a significant drop in the correlation between how the younger and older generations spent their time with commercial media during lockdown 2020, a new IPA report finds.

How to be funny: A practical guide for brands from the most human agency

Article • BMB, Research on WARC, February, 2021

Does the gravity of the coronavirus pandemic and battles for social justice call for brands to take a serious approach to their advertising? Or should they use humour to lighten the mood, stand out and provide some escape?

Japanese beverage brands gear up for non-alcoholic demand

News • 01 February 2021

The low and non-alcoholic drinks market in Japan and some other Asian countries is booming and the region’s drink manufacturers aim to grow that side of their business significantly.

The use of branding strategies to increase the uptake of modern contraception among Kenyan youth

Research Paper • Alejandra Leyton, Paul Hutchinson and Anastasia Mirzoyants, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 15-26

Building brand equity is a strategic process that can boost normative and behavior change campaigns. However, the use of brand equity within the social and health sciences remains an under-researched field in lower income countries.

‘Touching fish’ challenges 996 in China

News • 20 January 2021

China’s culture of long working hours is again under criticism following the recent deaths of several tech company employees, but there are signs that a younger generation is fighting back.

Generation Z is on a mission to build a better normal for all

Opinion • Emma Chiu, January 2021

A young generation poised to “save the world” is stepping into adulthood amid a global pandemic and economic recession.

Why Balenciaga gets China's Gen Z

News • 16 December 2020

Balenciaga received a lot of negative publicity in China for its Qixi campaign earlier this year, but the luxury brand’s recent Singles Day success demonstrates it has a deep-rooted understanding of local Gen Z subculture, according to strategic cons

Balenciaga’s 2020 Qixi Campaign: Cultural misstep or deep-rooted understanding of Chinese Gen Z subculture?

Article • Scott Teng and Jessica Kong, WARC Exclusive, Spotlight China, December 2020

Yuzu Kyodai argues that Balenciaga’s Qixi 2020 campaign should not be categorised as a ‘misstep’, but rather, acknowledged as nuanced work that speaks directly to its core of Gen Z consumers.

Local Relevance? Local Revolt! Why luxury brands need to do better and be braver

Article • Sen Lin, WARC Exclusive, Spotlight China, December 2020

Carat’s Sen Lin offer some cultural observations to unpack the complex case of the changing Chinese consumer.

Key e-commerce trends in SE Asia post-pandemic

News • 08 December 2020

Women in Southeast Asia contribute to 80% of all household buys, outshopping men by 20%, and spending 40% more time looking at online retailers, says a report from e-retailer Zalora.

Younger consumers opt to ‘buy now, pay later’

News • 07 December 2020

Providers of ‘buy now, pay later’ (BNPL) options are growing fast as their model finds increasing appeal among a younger demographic which thinks differently about credit.

Understanding the next generation of B2B buyers

News • 07 December 2020

Millennials are responsible for a growing number of business-to-business (B2B) purchases, and marketers need to reflect their particular values and habits.

Sony Music: The cultural feedback loop – insight that helped 4th Floor Creative create a cultural framework to position Sony Music UK artists for Gen Z

Research Paper • MRS Awards Papers, Highly Commended, MRS Award for Cultural Insights, 2020

Sony Music UK, a music recording company, created a cultural framework to position Sony artists for Gen Z and facilitate its understanding of the audience.

Two teams, 3000 miles, lowest emissions possible: How Shell used The Great Travel Hack to reach out to Millennials

Research Paper • MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020

Shell, an oil and gas company, launched a research study using combined online ethnography and mini workshops to reveal key insights about its target which allowed it to better connect with millennials globally.

Beyond Binary: Investigating the gender agenda

Article • Shazia Ginai, WARC Exclusive, December 2020

In recent years, movements such as #MeToo, #TimesUp and Black Lives Matter have shone bright spotlights onto the complexities of race and gender.

Gamers have an identity problem

News • 01 December 2020

Gaming is fast entering both the cultural and advertising mainstream, but brands should remember that even relatively heavy gamers don’t accept these broad-brush definitions.

Gen Z on gaming

Article • Cat Agostinho, Jay Richards and Anna Danylchenko, WARC Exclusive, November 2020

Presents new research into what Gen Z think are the most common myths and misconceptions about gaming.

Half of Indians to spend less this festive season

Data • Rob Clapp, WARC Data Points, November 2020

An overview of planned consumer spending and channel use in India this festive holiday season.

Meet the BETAs, the next generation of B2B decision-makers

Article • Stephen Whiteside, WARC Exclusive, November, 2020

The B2B Institute, a think tank, and GWI, the research firm, surveyed marketers in ten countries to understand how younger executives will shape the future of the business-to-business (B2B) sector.

Young Aussies reconsidering priorities and fearing lifelong debt

News • 18 November 2020

The impact of COVID-19 has forced young Australians to take stock of their lives and careers, with more than two-thirds (68%) admitting the pandemic has made them reconsider what they want out of life, according to a new report by Junkee Media.

Higher income Chinese consumers most likely to cut festive holiday spend

Data • Rob Clapp, WARC Data Points, November 2020

An overview of planned consumer spending and channel use in China this festive holiday season.

Chinese millennials choose health over wealth

News • 02 November 2020

Many Chinese millennials, perceiving themselves to be overworked and stressed due to their busy lifestyles, are increasingly opting for wellness products to boost their self-esteem and ward off any long-term health problems.

How brands can effectively engage young consumers

Article • Joeri Van den Bergh, WARC Best Practice, June 2018

Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.
What we know about marketing on TikTok

Article • WARC Best Practice, October 2020

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.
The impact of coronavirus on millennials and Generation Z

Article • Euromonitor Strategy Briefings, May 2020

Looks at how the outbreak of COVID-19 and its global impact is expected to become another generation-defining crisis for millennials and Gen Z.
A guide to TikTok for brands

Article • Frances Sinclair, WARC Best Practice, February 2020

A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
GWI Coronavirus research – Series 5: Consumer spending

Article • GlobalWebIndex, Research on WARC, April 2020

Details data collected by GlobalWebIndex between April 2-6 in the US and UK, dedicated to consumer economic confidence in the coronavirus outbreak.