Study: Gen Z more discriminating, more advertising resistant than Gen X or Y
A massive new demographically segmented study from Kantar Millward Brown presents an instructive (and challenging) set of findings for marketers trying to reach younger audiences. The study spanned 39 countries and 23,907 interviews, including populations representing Gen X (35–49), Gen Y (20–34) and Gen Z (16–19).
In general, the report concludes that there’s no “one size fits all” approach that will work equally well for each generational audience segment. And while many attitudes are consistent across generations, the report argues that Gen Z is the most difficult for marketers to reach and engage.