Generation Z

How to Leverage the Video Game Ecosystem for Marketing Analytics

  • MSI

Online video gaming is a channel that has grown significantly in popularity in the last decade and the trend is likely to continue. Due to a massive group of highly engaged gamers, marketers can use this channel to understand this segment and their needs much better. However, this ecosystem, along with providing unique opportunities, also comes with unique challenges. This Marketing Science Institute (MSI) working paper offers a roadmap.

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Different Environmental Advertising Appeals Resonate with Young Men vs. Women

  • JOURNAL OF ADVERTISING RESEARCH

Previous research shows men under 30 care the least about the environment and taking steps to protect it, and are averse to traditionally feminine behaviors, which environmental appeals usually angle toward. A new study compares young men and women’s responses to a “take care of your planet” messages perceived as feminine, with other appeals emphasizing physical activity or “sweating” for the environment, seen as more masculine. Although “caring” is less effective, a gender-neutral-themed message resonates more broadly.

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Firm Beliefs – How to Shape Your Own Career

  • YOUNG PROS & WOMEN IN ANALYTICS

On September 20, Bob Pearson, renowned author of “Firm Beliefs,” reflected on his findings working in three Fortune 500 companies and helping build three marketing communications consultancies. A panel of industry leaders drew insights from decades of cross-industry expertise and shared actionable strategies that help leaders facilitate team building.

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Demystifying the Multigenerational Workplace

  • By Felicity Stevens, Nestle UK

On May 18th, 2023, ARF Young Pros met to discuss how generational differences can affect behavioural preferences and tendencies in the workplace. Multigenerational teams are the new normal with at least four generations in the workforce today. Age correlates less and less with expertise and authority and the need for effective collaboration across generations is therefore more valuable than ever.

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