• Globe and Mail, Monday, December 28, 2015 8 AM

The marketing team behind the drinkable yogurt brand Yop has shifted the brand campaign from depicting Gen Z as sleep-ins to highly motivated teens. Why? A new generation of teenagers is proving to be more ambitious – and less responsive to teenage stereotypes. Gen Z “have grown up in very turbulent economic times. There’s a realism about them,” said Lucie Greene, worldwide director of the ad agency J. Walter Thompson’s Innovation Group, which has researched Generation Z. Yop launched “Yop Fuels” in September. TV ads introduced viewers to the youngest person to swim across Lake Ontario and a 14-year-old cyclist, among others.

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