Home Topics Consumers & audiences Millennials & youth

Millennials & youth

Latest
Most Read

Filter by

Marketing to youth (4,931)

Youth lifestyles & attitudes (337)

Youth media use (216)

Search in

Case Studies (0)

Articles (186)

Research Papers (44)

News (85)

Opinion (16)

Data (6)

Rankings (0)

Show only

Recommended

(32)

Videos

(2)

Date Range

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

From

Search within

Search Results Language

Category

Brand

Location

Source

337 results found

Reset Filters

Search in

Case Studies (0)

Articles (186)

Research Papers (44)

News (85)

Opinion (16)

Data (6)

Rankings (0)

Show only

Recommended

(32)

Videos

(2)

Date Range

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

From

Search within

template

Search Results Language

Industry Sector

template

Brand

template

Location

template

Source

template

337 results found

Sort By

What we know about marketing to Generation Z

Article • WARC Best Practice, June 2021

Provides guidance for brands on connecting with Generation Z.

Fast-growing brands making fast-moving goods: Why China´s FMCG challengers are special

Article • Alexander Kremer and Cedric Jäger , WARC Exclusive, Spotlight China, June 2021

Picus Capital’s Alexander Kremer and Roland Berger’s Cedric Jäger examine what is driving the exponential growth of FMCG challenger brands.

What makes modern Britain laugh? How semiotics helped the BBC bridge the Humor Gap

Research Paper • Chris Arning, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 275-299

In 2018, BBC Marketing and Audiences approached semiotic agencies with a challenging brief. They wanted to know the following: What makes modern Britain laugh? The BBC's younger audiences have been steadily drifting to other platforms and broadcasters to satisfy their need for "funny stuff." Brands that successfully leverage humor really resonate with this new modern mainstream audience, for example, Netflix, BuzzFeed, YouTube, Snapchat, and so on.

Can the youth materialism scale be used across different countries and cultures?

Research Paper • Anna Maria Zawadzka, Agnes Nairn, Tina M Lowrey, Liselot Hudders, Aysen Bakir, Andrew Rogers, Verolien Cauberghe, Elodie Gentina, Hua Li, and Fiona Spotswood, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 317-334

As global material wealth rises and young people are heavily exposed to advertising across a range of channels, including rapidly developing social media where material goods are flaunted as symbols of a happy and successful lifestyle, materialism levels across the world seem likely to rise.

Friendships through the style choice of virtual stickers: Young adults manage aesthetic identity and emotion on a social messaging line app

Research Paper • Chih-Ping Chen, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 236-250

With social media and modern pop culture (e.g., virtual stickers) reshaping social dynamics, young Taiwanese consumers who engage in social messaging via the Line app are introducing new interaction avenues that change communication habits and style choices to meet their tastes and interpersonal needs.

Genentech demonstrates how pharma brands can reach younger patient communities with esports

Article • Stephen Whiteside, Event Reports, SXSW, March 2021

Genentech, the pharma company, successfully used esports to connect with teenagers and young adults in the US with hemophilia, a rare disorder that reduces the ability of blood to clot.

What we know about US millennials

Article • WARC Best Practice, May 2021

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.

Here’s what makes TikTok tick for Gen Z

Opinion • Jeff Thomas and Renee Weber, April 2021

By leveraging the specific attributes found on TikTok, marketers can drive deeper engagement with Gen Z through their brand experiences, according to Jeff Thomas and Renee Weber from The Marketing Store.

What’s working in luxury

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in the luxury category.

Marketing to a new breed of Gen Z beauty consumers

Article • Natasha Hulme, WARC Exclusive, April, 2021

Social media platforms like Instagram, TikTok and YouTube have become a hotbed for beauty conversations between fellow consumers, but also between brands and consumers.

Work in BETA: The rising B2B decision makers

Article • Research on WARC, April 2021

Reveals findings from a study by GWI and the B2B Institute of the changing behaviors and attitudes of 17,000 knowledge workers in ten markets focusing specifically on those aged 21 to 40.

Three key lessons for B2B marketers from the B2C space

Opinion • Lena Roland, April 2021

The new WARC Guide to Rethinking B2B Marketing outlines several forms of disruption that are reshaping this discipline. Lena Roland, Managing Editor, WARC.com, examines how learning from the consumer space might be a valuable driver of business-to-business success.

80% of postponed major purchases to be made within one year

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of when postponed purchases will be made in the United States.

Judgementalists, bias situators, sugar-coaters, rationalisers: Understanding millennials’ behaviour in online brand communities

Article • Genevieve Silk, Research on WARC, April, 2021

Millennial customers in online brand communities (OBCs) can be divided into four groups, according to a qualitative study in the UK.

Conscious consumption's impact on food and nutrition

Article • Euromonitor Strategy Briefings, March 2021

Provides a conscious consumption scope, including impact on ethical claims and company strategies.

Why identity is important

Article • Lori Meakin, WARC Exclusive, March 2021

There are opportunities for luxury brands that recognise people want to create their own sense of identity and choose brands that help them express that.

From sustainability to purpose in beauty

Article • Euromonitor , Research on WARC, March, 2021

As consumer awareness of social and environmental issues increases, steps to improve the beauty industry’s environmental footprint are progressing at a faster pace.

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.

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.

‘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.

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.
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, April 2021

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.
How marketers can win with Gen Z and Millennials post-COVID-19

Article • Carmen Bona, WARC Exclusive, June 2020

Research from Boston Consulting Group and Snapchat into the consumption shifts of Gen Z and millennials driven by COVID-19.
The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
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.