Why is Generation Z marching to such a different drum?

Netflix, Apple, Walkers and Cadbury's - these powerhouse brands featured large in the UK top ten in our Most Loved Brands 2021 study… Until that is, you looked at the top ten of 16-24 year-olds.

Today’s young adults, however, have access to ideas and concepts that are alien and scary to older audiences in a way that’s genuinely unprecedented.

That list looked markedly different – check out the piece in Research Live from our CEO Roger Perowne, providing insight into why Gen Z seems to be living in a whole other world.

Read the full story here