90% of Consumers Like Custom Content From Brands, According to a New Time Inc. Study

Gen Z is especially a fan of branded stories

Younger generations like custom content from brands, according to new study from Time Inc. Getty Images

Time Inc., publisher of People, Time and Sports Illustrated, among others, recently surveyed 17,000 people across three major age demographics (Gen X, millennials and Gen Z) to determine their feelings on custom content and how brands fit into their worlds.

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@samimain sami.main@adweek.com Sami Main is social editor for Adweek, where she posts Adweek content onto social platforms and looks for creative ways to communicate what's new.
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