November 17 - 20, 2024
research
Surprise: Older People Care More About Brand Purpose Than Gen Z
- by Sarah Mahoney @mahoney_sarah, October 20, 2022
It’s become marketing gospel that younger consumers only want to buy brands that stand for something. Surprising new research from GfK challenges that assumption and finds older people are the audiences paying the closest attention.
The study also detects large differences -- sometimes as much as 20 percentage points -- …
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