Marketing
April 25, 2018
Gen Z: More like X than Y. Image credit: Luxury Society
By a Luxury Daily columnist
By Oliver Williams
It is now crucial for luxury brands to observe the consumer behavior of those born between the mid-1990s and the mid-2000s. Studies suggest that Generation Z is increasingly rejecting social media and growing immune to marketing.
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","iv":"c73cf0ea891b155af4bac3a8d148d896","s":"745f2b4bce238f81"}
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