Future Consumer
The population and demographic characteristics of consumers are constantly shifting. Marketers realize the necessity of understanding segments they are trying to reach and the behaviors and preferences of the members of those segments. Gen Z is the segment of the population born after 2001, or 2004, depending on whose definition you subscribe to. It is growing in size and importance, representing the future consumer for brands around the world.
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Marketing to Generation Alpha, the Newest and Youngest Cohort
Pulse January 13, 2022The new kids on the block are generation Alpha, kids born after 2010 to predominantly millennial parents. Following their gen Z predecessor’s footsteps, they are already heavily immersed within the digital world and were born with screens all around them. The resources here discuss some of the ways CX will evolve in 2022.
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Jack Daniel's Tennessee Fire Presents Drag Queen Summer Glamp
Multicultural Excellence Awards December 30, 2021Jack Daniel’s recruited the help of the Drag community to create a reality series celebrating Pride outdoors.
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How This Healthcare Company Marketed to Millennials During COVID-19
In-House Excellence Awards December 21, 2021Healthcare company Highmark produced and distributed 1.3 million fashionable masks. Over 11,000 schools and businesses received free Personal Protective Equipment (PPE) and guidance.
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LGBTQ+ Marketing Inclusion Report
Research Reports December 13, 2021This report from the ANA is an initial look at the state of LGBTQ+ marketing inclusion and representation among client-side marketer members. As the first of its kind from the ANA, the report shows positive overall movement toward greater LGBTQ+ marketing inclusion in the advertising industry.
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The Importance of Channeling Millennial Diversity
Partner Content December 9, 2021As businesses continue to embrace their digital-first future, marketing executives must integrate millennial marketers in a way they never have, engaging them as key contributors in their marketing discussions. In fact, their business' survival may depend on it.
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How Hot Pockets Is Reaching Gen Z Consumers Through Gaming
Event Recaps December 2, 2021Nestlé USA's Bryan Waddell discussed how Hot Pockets doubled down on its investment in esports and gaming and launched Pockets 4 Bits, a campaign that rewarded gamers with Twitch Bits and ignited the brand's strategy in engaging with the teen and young adult demographics.
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Current and Future State of LGBTQ+ Marketing
Event Recaps October 24, 2021The ANA’s Greg Wright and LGBTQ+ marketing expert Matt Tumminello revealed the results of the ANA LGBTQ+ Marketing Inclusion Survey, which looked at the inclusion of LGBTQ+ in marketing activities, as well as support for the LGBTQ+ community among ANA member companies.
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Privacy and the Consumer: A Market Research Overview
Research Reports October 18, 2021This paper is an informative summary of the most relevant recent global research on consumer sentiment related to privacy and the use of identity. It provides actionable steps for advertisers to consider as they adjust and plan to do business in today’s more privacy-responsible marketplace.
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Purpose-Driven Gen Z, with Brad Brinegar
Beyond Profit Podcast September 13, 2021In this episode of Beyond Profit, host Ken Beaulieu catches up with Brad Brinegar to discuss a study on Gen Z and what it means to marketers, the expectations of Gen Zers, how brands can achieve sustained growth through a focus on purpose and values, and more.
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Reaching Gen Z and Millennials on Yahoo
CMO Content September 10, 2021Gen Z not only wants more control over the content they consume, but also wants ads based on their activities and interests. Marketers armed with data and intelligent ad tech can help build personalized experiences.
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Consumer Perspectives on Online Activity Tracking
Research Reports August 12, 2021This 2021 research focused on current consumer perspectives related to online tracking, opt-in vs. opt-out, and the process associated with each of these experiences on iOS given their recent launch of the ATT prompt.
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Purpose Driven Innovation and Driving Brand Love
Event Recaps August 2, 2021In this session, Barkley explored how younger consumers’ purchasing decisions are increasingly influenced by the social, environmental, and economic impact of a brand, and shared best practices in identifying and executing that purpose in a way that facilitates change and fosters customer loyalty.
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Cultivating and Developing Diverse Talent
Insight Briefs July 31, 2021The structural necessities of facilitating hiring and orientation programs have become even more complicated during the pandemic, but new opportunities present themselves. For instance, with remote work, geography doesn’t have to determine hires, thus broadening the hiring landscape and making it more inclusive.
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Pursuing Customer Connection, Respecting Data Privacy
Insight Briefs July 30, 2021This Insight Brief examines how technology companies such as Google are placing a greater emphasis on data privacy, how this will affect the work of marketers, and how some marketers are continuing to find innovative uses for data.
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Insights Make History: A Line of Gender-Inclusive Dolls
Event Recaps September 23, 2020Mattel’s Monica Dreger explained how qualitative insights helped the company design its Creatable World line of gender-inclusive dolls.
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The Future Consumer
Knowledge Partners September 4, 2020This survey gathered opinions of more than 5,000 consumers around the world on a range of topics such as smart cities, digital finance, health care and shopping.
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What You Need to Know About Generation Alpha
Leading Edge March 11, 2020Members of generation Alpha (people born in 2010 until the mid-2020s as ending birth years) are used to getting information fast and easily — which can be challenging for companies to keep up. Most of this is done through AI-powered technology, such as Alexa or other voice marketing technologies.
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Catering to Gen Z Means Shunning Traditional Marketing
Trends and Technology December 6, 2019To boost their appeal to gen Zers, brands need to rip up their existing playbooks and develop an entirely new media mix centered on social channels and entertainment.
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A New Era of Brand Engagement
Event Recaps September 12, 2019Cotton Inc. shared insights into how it is using a diversified portfolio to reach millennials and gen Z to change awareness and influence sales.
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Four Ways Marketers Can Best Engage Gen Z
Trends and Technology August 22, 2019Generation Z will soon take over as the largest consumer segment, and marketers who think they can treat these young consumers just like millennials will be in for a rude awakening.
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