Generation Z has been defines as individuals 16-19. This study by Kantar Millward Brown found that Gen Z, overall, is more negative towards advertising than any other demographic generation. This article and study findings would be a great way to introduce advertising, and Chapter 1.
Discussion Questions:
- Do you think Gen Z is the most difficult generation for marketers to reach? Why or why not?
- The study found Gen Z is more positive about traditional advertising formats than digital formats? How would you explain this finding?
- Based on this study, what are the best ways to reach Gen Z?
Clow/Baack 