THEME OF THE MONTH: YOUNG TARGET GROUP

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

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 THEME OF THE MONTH: YOUNG TARGET GROUP

GENERATION ALPHA: CZECH CHILDREN ARE HAVING THEIR SAY ON PURCHASES AND BRAND CHOICES

Generation Alpha is growing up in both the digital and physical worlds. For them, a smartphone is not just a technological tool, but a means of connecting these two worlds, according to new research on Generation Alpha by Ipsos. The youngest generation, known as Generation Alpha – comprising children born between 2015 and 2024 –… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

OMDIA: SECOND-SCREEN VIDEO VIEWING SPREADS TO OLDER AUDIENCES

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 THEME OF THE MONTH: YOUNG TARGET GROUP

GENERATION ALPHA 2025 STUDY: HOW THE YOUNGEST CONSUMERS ARE CHANGING THE PURCHASING DECISIONS OF CZECH HOUSEHOLDS

More than a million children in Czechia have a significant influence on their families’ purchasing decisions. Learn about the consumer behaviour and purchasing power of Generation Alpha, who are not afraid to express their opinions. An intuitive approach to Generation Alpha is no longer enough. This is probably the most sophisticated group of child consumers… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

RMB TURNS QR CODE VOTING INTO A SHARED VIEWING MOMENT THAT STRENGTHS BRAND IMAGE FOR SPRITE AND DELI CHOC

Campaign objectives The chocolate snack Deli Choc and soft drink Sprite brands worked with RMB to reach younger audiences by becoming part of Belgian hip-hop show “PLAYGROUND”, supporting new rap talent through a live QR vote and cross-platform content. This helps the brands appear as enablers of the format rather than separate ads. For RMB… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

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

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 THEME OF THE MONTH: YOUNG TARGET GROUP

YOUNG ADULTS ARE CHOOSING TO READ THE NEWS, NOT WATCH IT

45% of 18-29-year-olds prefer reading the news, compared to just 31% who prefer watching it, according to an August 2025 survey from Pew Research Center. This text-first preference aligns with how young adults consume content overall. Gen Z spends 58% of their video time on social media rather than streaming services, according to Deloitte, favoring… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

THE IMPORTANCE OF SMALL AND MEDIUM-SIZED INFLUENCERS IS GROWING

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 THEME OF THE MONTH: YOUNG TARGET GROUP

THE ALPHA GENERATION: WHAT BRANDS ARE WINNING WITH THEM AND WHAT ARE THEY LOOKING FOR?

Research agency ResSolution Group has presented its extensive study on Generation Alpha. It maps their habits, behaviours, buying and media preferences and perceptions of advertising. Generation Alpha, i.e. children born after 2010, are growing up in a world connected by digital technology and social networks. This generation is the first to be born “with a… Continue reading THEME OF THE MONTH: YOUNG TARGET GROUP

GENERATION Z AND MARKETING: GAMIFICATION, WELLBEING AND DEEPER MEANING

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 THEME OF THE MONTH: YOUNG TARGET GROUP

TRUST MATTERS – AND TV EARNS IT

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 THEME OF THE MONTH: YOUNG TARGET GROUP

RESEARCH: YOUNG SHOP FAST, OLDER PLAN AHEAD

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 THEME OF THE MONTH: YOUNG TARGET GROUP