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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.

Millennials and Gen Z shape China’s recovery

News • 22 October 2020

As China’s economy continues to rebound in the third quarter, the spending habits and preferences of millennial and Gen Z consumers are crucial to the future wellbeing of the country’s consumer market, according to a recent study.

Chinese retailer Shein finds favour with American teens

News • 13 October 2020

Chinese fast-fashion retailer Shein has emerged as the second favourite e-commerce site for American teenagers, according to a new report by Piper Sandler.

The two sides of social media during COVID-19

News • 12 October 2020

Young people in Asia Pacific say social media has been both a curse and a blessing during the time of COVID-19.

Meet the Zennials

Article • Sam Peña-Taylor, Event Reports, World Retail Congress, September 2020

Explores WGSN research into the micro-generation between Gen-Y (Millennials) and Gen-Z.

The future of marketing to womxn

Article • Research on WARC, September 2020

Brings together fresh new qualitative research, quantitative data and A/B testing from communities to better understand what Gen Z womxn want from to see from brands.

The unspoken impact of lockdown on India’s silent majorities

Opinion • Kawal Shoor, September 2020

Kawal Shoor offers a breakdown of The Womb's research into India's silent majorities and the questions that marketers must now ask themselves about untapped opportunities to engage.

A three-phase journey into the hearts and minds of Indians during the lockdown

Article • Research on WARC, September 2020

Provides insights from over 180 conversations done by The Womb’s planners and researchers in the three phases of India's lockdown.

In China, an intellectual shift has brands considering their strategies

News • 17 September 2020

Young Chinese people born after 2000 epitomise one of the paradoxes of modern China: as the country’s economy hurtles into modernity, the dominant intellectual stance hews toward conservative, Confucian ideals – brands need to take note.

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.
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.
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.
Effective Content Strategy Report: Lessons from the 2019 WARC Awards

Article • WARC Exclusive, December 2019

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2019 WARC Awards.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
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.