STUDY USA: YOUNGER CONSUMERS MORE WILLING TO LET AI CONTROL SUBSCRIPTIONS

23. 3. 2026 A new report from Bango found that younger consumers are significantly more willing than the general population to let artificial intelligence manage their subscriptions, signaling a shift in how digital services may be accessed and bundled. The study reported that 40% of Gen Z respondents in the United States would allow AI to automatically subscribe,… Continue reading STUDY USA: YOUNGER CONSUMERS MORE WILLING TO LET AI CONTROL SUBSCRIPTIONS

OMDIA: SECOND-SCREEN VIDEO VIEWING SPREADS TO OLDER AUDIENCES

11. 3. 2026 Media multitasking is no longer confined to younger viewers, with new Omdia research showing sharp growth in mobile video viewing alongside television among older age groups in the United States. According to the research, 52% of viewers aged 45-54 watched video clips on their mobile phones while watching TV in November 2025, up from 39%… Continue reading OMDIA: SECOND-SCREEN VIDEO VIEWING SPREADS TO OLDER AUDIENCES

DRESSING THE SCREEN: HOW ADIDAS BECAME GOLF’S NEW LOOK

20. 2. 2026 Golf is a globally popular sport, but it has historically struggled to attract younger audiences. The sport’s traditional image does not always reflect the diversity and style of today’s players, which can limit its appeal to new generations. Adidas, one of the world’s leading sportswear brands, saw an opportunity to help modernise how golf is… Continue reading DRESSING THE SCREEN: HOW ADIDAS BECAME GOLF’S NEW LOOK

THE IMPORTANCE OF SMALL AND MEDIUM-SIZED INFLUENCERS IS GROWING

23. 1. 2026 Audience size is no longer the main measure of success, and the importance of small and medium-sized influencers is growing. The year 2025 brought significant changes to influencer marketing. Audience size is no longer the main measure of success, reach is declining due to algorithm changes, and brands are focusing on long-term collaborations. At the… Continue reading THE IMPORTANCE OF SMALL AND MEDIUM-SIZED INFLUENCERS IS GROWING

GENERATION Z AND MARKETING: GAMIFICATION, WELLBEING AND DEEPER MEANING

3. 12. 2025 Generation Z plays a significant role in today’s marketing and media. That is why it was the focus of this year’s conference, which was held on 26 November by the Department of Marketing Communications at the School of Creative Communication. This year’s marketing conference at the College of Creative Arts was entitled Generation Z, Marketing… Continue reading GENERATION Z AND MARKETING: GAMIFICATION, WELLBEING AND DEEPER MEANING

TRUST MATTERS – AND TV EARNS IT

22. 11. 2025 In a world saturated with advertising, trust is everything. People are exposed to more commercial messages than ever before, across more platforms, but attention doesn’t guarantee belief or action. This is where TV stands apart. It is consistently rated as the most trusted form of advertising in the UK. That trust is not incidental. It… Continue reading TRUST MATTERS – AND TV EARNS IT

RESEARCH: YOUNG SHOP FAST, OLDER PLAN AHEAD

6. 11. 2025 While there are differences in shopping behaviour between generations, they have one thing in common: they want shopping to be clear, fair and human. Young consumers shop quickly and impulsively, while older consumers plan ahead more. Yet they have one thing in common: they expect clarity, fairness and humanity in shopping. This is according to… Continue reading RESEARCH: YOUNG SHOP FAST, OLDER PLAN AHEAD

GEN AI CREATIVE FINDS GROWING ACCEPTANCE

1. 11. 2025 The use of Gen AI in advertising is growing as attitudes shift across clients, creatives and consumers, but greater openness to the tech doesn’t mean there won’t be strings attached. “We have seen a shift in client openness to fully AI-developed campaigns,” Christian Pierre, global chief intelligence officer, Gut, told Digiday, as he described a… Continue reading GEN AI CREATIVE FINDS GROWING ACCEPTANCE

GENERATIONAL DIFFERENCES AND MEDIA. HOW ARE THEY CHANGING THE MEDIA OFFER?

23. 9. 2025 The Digital AI 2025 study suggests that younger generations prefer audiovisual content on social media and streaming platforms. The media is set to transform into content producers across channels. The future of media is shifting to video platforms, streaming and artificial intelligence, according to the Digital AI 2025 study conducted by PR agency Nest Media… Continue reading GENERATIONAL DIFFERENCES AND MEDIA. HOW ARE THEY CHANGING THE MEDIA OFFER?

GEN Z HOLIDAY SPENDING TANKS IN 2025

22. 9. 2025 Gen Z’s expected holiday spend in 2025 is $1,357, down 22.5% from 2024, according to July data from PwC. Beyond the chart: Nearly a quarter (24%) of US holiday shoppers ages 18 to 29 will buy gifts earlier to avoid possible price increases due to tariffs this year, according to July CivicScience data. Younger consumers… Continue reading GEN Z HOLIDAY SPENDING TANKS IN 2025

GEN Z GO STRAIGHT TO STREAMING SERVICES

16. 9. 2025 Over half of British Gen Z start watching TV on streaming platforms such as Netflix or Amazon Prime over browsing regular broadcast channels, according to new research from Boston Consulting Group. When they can’t decide what to watch, 40% of Brits default to Netflix, close to three times more than Amazon Prime Video, the next… Continue reading GEN Z GO STRAIGHT TO STREAMING SERVICES

SURVEY: GEN Z, MILLENNIALS PREFER AI TOOLS FOR PRODUCT RESEARCH

15. 9. 2025 A sizable amount of younger consumers are gravitating towards artificial intelligence tools for product research. According to a new survey from technology solutions company Commerce, Gen Z shoppers are nearly as likely to use AI platforms (33%) for product research as they are traditional search engines (37%). For millennials, 26% choose to use AI platforms… Continue reading SURVEY: GEN Z, MILLENNIALS PREFER AI TOOLS FOR PRODUCT RESEARCH

WHAT MARKETERS CAN LEARN FROM BRANDS CONNECTING WITH GEN Z

12. 9. 2025 Following the publication of Collage Group’s “2025 State of Brand Cultural Fluency” report, the cultural intelligence data company also looked at which brands are most resonant with Gen Z, and which brands are more differentiated in appealing to the generation (compared to consumers overall). Oreo was the top-performing brand overall with Gen Z, followed by… Continue reading WHAT MARKETERS CAN LEARN FROM BRANDS CONNECTING WITH GEN Z

GEN Z EXPECTS TO MAKE STEEP CUTS TO THEIR HOLIDAY BUDGETS THIS YEAR

5. 9. 2025 US consumers overall will slash their holiday spending about 5% this year, while Gen Zers expect to cut it 23%, per Inkl. How we got here: This move is driven by a shift in spending toward experiences and entertainment, leaving less for holiday shopping. Retailers are already seeing customers trading down to cheaper options, per Inkl. Why this… Continue reading GEN Z EXPECTS TO MAKE STEEP CUTS TO THEIR HOLIDAY BUDGETS THIS YEAR

BEHIND THE WACKY AND WHIMSICAL REVIVAL OF MCDONALDLAND

31. 8. 2025 The nostalgic campaign continues a strategy rooted in fan truths, which is paying off for McDonald’s. On its journey to rebuild connections with younger audiences, McDonald’s has traveled into subcultures including hip-hop, K-pop, anime, and streetwear. But for years, one world had fallen off the map: the magical realm of McDonaldland. First introduced in 1971,… Continue reading BEHIND THE WACKY AND WHIMSICAL REVIVAL OF MCDONALDLAND

HOLIDAY SHOPPING IS ENTERING A GEN Z, MOBILE, AND AI ERA

15. 8. 2025 Retailers face an atypical holiday season. Instead of the usual end-of-year boom, 2025 is expected to bring a rare deceleration in holiday sales growth. “We expect that consumer spending will be more restrained during the 2025 holiday season,” said our analyst Sky Canaves during a recent Meet the Analyst webinar. “Brands and retailers won’t be… Continue reading HOLIDAY SHOPPING IS ENTERING A GEN Z, MOBILE, AND AI ERA

IF YOUR TRAVEL AD LOOKS TOO PERFECT, GEN Z WON’T TRUST IT

28. 6. 2025 What clicks with Gen Z? Show them the good, the bad and the ugly.

STUDY USA: YOUNG/OLD TV CONSUMERS’ DIVERGENCE: AVOD VS. FAST

25. 6. 2025 Young and older U.S. consumers continue to show diverging preferences when it comes to legacy and new TV-video platforms, according to ARF’s DASH, a syndicated study conducted in partnership with the National Opinion Research Center at the University of Chicago. Platform penetration usage of TV “boomer” consumers — those born in the late 1940s through… Continue reading STUDY USA: YOUNG/OLD TV CONSUMERS’ DIVERGENCE: AVOD VS. FAST