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3 Things Brands Should Know About Gen Z—and They’re Not All About Snapchat

Digital

Marketing has a new buzzword: Gen Z. Younger than millennials, the next generation is more reliant on digital than its predecessor, forcing brands to get more creative in their marketing.

This is a Profile

Love It or Hate It, Candy Corn Rules the Trick-or-Treat Bag

Brand Marketing

According to the National Confectioners Association, some 35 million pounds (about 9 billion kernels) of candy corn will be manufactured this year. Americans are expected to buy 20 million pounds [...]

This is a Profile

ABC Family Doubles Down on Original Programming to Reach Young Women

TV / Video

As women between 14 and 29 enter new life phases, ABC Family wants to be the channel they flip to for programming that helps them navigate the next step.

This is a Profile

4 Things You Need to Know to Market to Millennials

Digital

If anyone understands the millennial mind (or that of Gen Z, coming up right behind it), it's Kevin Lyman.

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Infographic: Gen Z and Millennials Want Different Things From Brands

Digital

Millennials believe email marketing is more acceptable than do their Gen Z counterparts, according to the latest edition of Deep Focus' Cassandra Report. But Gen Z—the younger of the two so-called [...]

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Six Tips on Talking to the Post Generation

Brand Marketing

In my last Adweek column introducing the Post Generation—my nickname for the under-14 cohort, also variously referred to as Gen Z or Centennials or the Homeland Generation (among other appellations)—I [...]

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