Gen Z can create personal brands faster and more effectively than any generation that’s come before them. If you represent a brand or agency, that should give you pause for thought. Gen Z will make up 40 percent of all consumers by 2020. As this generation of digital natives has been building an influencer empire across every social media channel that matters, they’ve also been changing the definition of what it means to be a creative, inserting themselves into the dialogue between brand and consumer in entirely new ways. I’m not just referring to Gen Z influencers themselves, who are generating a massive amount of social reach and clout. The real change is in the way Gen Z has democratized creativity. Instagram and Snapchat have played a supporting role, but Gen Z’s preference for its own voice has fueled the rise of everything from “plantfluencers” with book deals to NYC penthouses that rent for $15,000 a month specifically for Instagram photo shoots. As experts in these platforms, Gen Z is also using them to build awareness about issues from gun control to inclusion. This group isn’t waiting for brands to lead on issues. Instead, they’re leading. Since movements rarely come with a business case or cost-benefit analysis, marketers must consider how they can partner with Gen Z to become more involved and deliver on the promise of purpose. Most of this evolution is rooted in Gen Z’s desire for authenticity, which informs their buying habits more than any other... Continue reading at 'Advertising Age'
[ Advertising Age | 2019-04-15 00:00:00 UTC ]
Edinburgh International Book Festival director Nick Barley has said this year's event has "generated its own sense of community", despite being entirely online for the first time. Continue reading at The Bookseller
[ The Bookseller | 2020-08-31 15:56:44 UTC ]
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Gen Z can create personal brands faster and more effectively than any generation that’s come before them. If you represent a brand or agency, that should give you pause for thought. Gen Z will make up 40 percent of all consumers by 2020. As this generation of digital natives has been building... Continue reading at Advertising Age
[ Advertising Age | 2019-04-15 00:00:00 UTC ]
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Open Road Integrated Media, a content company that delivers a variety of digital experiences for readers, recently announced a new strategic alliance with Ingram Content Group to expand consumer reach and boost how readers discover new books. Continue reading at Publishers Weekly
[ Publishers Weekly | 2018-05-31 00:00:00 UTC ]
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While the Amazon-owned online retailer’s first major step into Australia means more competition, it’s not all doom and gloom for independent booksellersHead down Brunswick Street in Fitzroy and walk towards the neon lights until you see the words “Totally Weird Shit” on an awning. Walk through... Continue reading at The Guardian
[ The Guardian | 2016-02-05 00:00:00 UTC ]
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For the longest time, marketers believed that bigger was better. Bigger ad formats, bigger ad sizes and bigger animations drove ever-larger and more intrusive ad design. That is, until ad blockers arrived on the scene. Now consumers are protesting and showing their dissatisfaction by using... Continue reading at Advertising Age
[ Advertising Age | 2015-10-22 00:00:00 UTC ]
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Retailers that trade in quickly produced, mass-market clothing have been running circles around iconic legacy brands like American Apparel, Abercrombie & Fitch, J. Crew and the Gap lately. Among the most prolific so-called fast-fashion brands is H&M. The Swedish retailer has mastered the... Continue reading at Digiday
[ Digiday | 2015-06-22 00:00:00 UTC ]
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One of Peru's fledgling publishers, Colmena Editores, is making room for edgy new generation of authors, while also offering classics and criticism. The post Peru’s Colmena Editores Gives Edgy Debut Authors a Voice appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2015-02-13 00:00:00 UTC ]
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