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:

  1. Do you think Gen Z is the most difficult generation for marketers to reach? Why or why not?
  2. The study found Gen Z is more positive about traditional advertising formats than digital formats? How would you explain this finding?
  3. Based on this study, what are the best ways to reach Gen Z?

About Dr. Ken Clow

Co-author of textbook.

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