RPA’s Study on Gen Z and Creativity Yields Key Takeaways for Marketers

The agency invested a year learning about the elusive generation

A still from "Thank You for Listening," a short film about a young girl who connects to her peers through her music. RPA Advertising

Contrary to popular belief, shooting 35mm photos and creating a paper magazine aren’t relics of the past, according to a young artist named Finley.

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@TLStanleyLA terry.stanley@adweek.com T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.