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Gen Z: Exile on Mainstream


We're lifting the lid on what really motivates Gen Z. Our latest insight is featured in WARC, Campaign Live, Decision Making, PR Week and Ethical Marketing News.
Josephine Hansom, Insight
Josephine Hansom, Insight

Josephine heads up our Insight business.

We're lifting the lid on what really motivates Gen Z. Our latest insight is featured in WARC, Campaign Live, Decision Making, PR Week and Ethical Marketing News.

Our research with the Institute of Practitioners in Advertising (IPA) takes a fresh look at Gen Z; a youth culture that is no longer motivated by chasing ‘likes’ nor care about owning brands or products. Instead they prioritise mental health and well-being, and they are breaking the boundaries of traditional stereotypes.

The special insight report ‘Gen Z: Exile on Mainstream?’ has also caught the attention of the media, being featured in:

The report looks at what really makes this generation tick, uncovering their true motivations and values in a study of over 1,000 16-23 year olds.

This is a must-read report for marketers who need to better understand and connect with a new generation of youth consumers.

The IPA report is available to purchase here.

Click here to read the Spotlight