gen z
Brands court Gen Z with anime as popularity surges
As audiences consume more global content, brands are tapping into the rising popularity of East Asian pop culture among U.S. audiences.
Employees are being influenced by Gen Z colleagues to reexamine the workplace, study finds
Edelman’s latest Trust Barometer report found that Gen Z is shifting employees' perspectives on work-life boundaries, openness to new technology and self-advocacy.
Behind Alibaba’s Taobao Maker Festival: Engaging Gen Z consumers and setting the trend for China’s retail sector
Taobao’s flagship festival makes a triumphant return with exhibitions across 10 cities showcasing the shopping trends of China’s Gen Z consumers.
The new zeitgeist: It's anti-heroes, neo-hedonism and emotional health for Asia's youth
The definition of boundaries is shifting—from emotional expression to personal pleasures—a Vice research highlights the tremendous transformation that Asia’s youth is undergoing. Campaign examines what this changing landscape means for brands targeting Gen Z.
Indonesian Gen Z seeks ‘me in we’
Brands need to ‘walk the talk’ or risk alienating the largest target group.
Less than a quarter of APAC youth find identity in brands, even fewer influenced by celebrities: Vice
Results from an extensive APAC study by Vice Media, revealed to Campaign exclusively, reiterates the need for brands to recalibrate how young people view their identity, success and creativity.
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