Generation Z and Millennial
consumers tend to be more averse to traditional advertising than older demographic groups. This antipathy makes alternative brand communications strategies, such as partnering with online
personalities, more crucial for “reaching the unreachables,” according to a study commissioned by influencer marketing platform Whalar.
Almost two-thirds of those ages …
Reminder: You are seeing this premium content because you are a subscriber to MediaPost's Research Intelligencer and/or a member of the Center for Marketing & Media Research. This content cannot be viewed by non-subscribers/non-members.