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Why ‘millennial’ is not the buzz word of 2019

Market research is an ongoing process. However, it is only useful and valuable if relevant. There are hundreds of articles about Gen X, Gen Y and Gen Z but they don’t quite hit the nail on the head. We set out to explore what Joe Public refers to as ‘generation fluid’. Gain new insight into South Africa’s youth segment and gauge if your brand is staying relatable. Avoid familiar – it may not be relevant Gen Z might be a familiar term for marketers and a key point when doing market research but familiar does not mean relevant. Gen Z,…

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