Kantar Millward Brown’s “AdReaction: Engaging Gen X, Y and Z” is the first global study to reveal Gen Z’s behaviours, attitudes and responses to advertising to help marketers understand the similarities and differences between the generations and how to effectively engage them.
- What defines Gen Z and what do they expect from brands?
- What are their characteristics, desires, likes and dislikes?
- How do they want to interact with brands?
- How do their media attitudes and behaviors differ from Millennials (Gen Y) and Gen X?
The report gathers data from 39 countries about emerging social trends and cultural norms to help plan media for this important group that numbers approximately two billion globally.