Deciphering gen Z: Targeting and segmentation must evolve with the times

Usually, we're brought in by brands to help them understand who their core youth customer is, and then to help identify a strategic target that can drive their sales forecast.

We know that gen Z breaks down the conventional frameworks of consumer behavior that brands have traditionally relied on, which necessitates an innovative rethinking of our industry's approach to youth understanding and engagement.

Read at The Drum