Snapchat Will Present Research on Gen Z's Creative Tendencies at Cannes

The company believes brands should make things with the cohort, not for them


Snapchat has one key message for Cannes attendees: Brands and marketers need to learn how they can work with Gen Z, instead of creating content for them.

That’s according to two different partnered studies Snapchat worked on, one with JWT Intelligence at Wunderman Thompson and the other with GlobalWebIndex. Both highlight the growing digital power of Gen Z, with the JWT report, titled “Into Z Future,” calling out the generation’s creativity skills and how they tap into different mediums to express themselves.

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