Gen Z and Gen Alpha want brands to stop marketing to us but rather for us, says Shaibani.
Sinead O’Connor: In the relentless pursuit of relevance, brands are aggressively trying to capture the attention and loyalty of Gen Z and the newly emerging Gen Alpha. But whilst billions are poured into campaigns every year, are we actually speaking to this audience, or simply at them?
Rather than speculating from the outside, we went straight to the source. Samar is a bright 16-year old currently with us on work experience, so we asked her one big question: “What do brands consistently get wrong about your generation, and w
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