In recent years, the marketing press and many client meetings have been largely occupied with articles and discussion about Millennials. However as we move further and further away from the year 2000, a newer, younger consumer is fast approaching – Generation Z.

This white paper analyses some of the early claims about Gen Z against some common sense and KINC’s own research with UK respondents aged 15-21, and decides if the claim is ‘wild’ or ‘wise’.

An old adage suggests it’s cheaper to maintain loyalty from an existing consumer than it is to search for new ones. This no longer applies today; there is recent evidence suggesting that consumer brands lose a large proportion of their customers each year.

For brands seeking growth, customer acquisition through new audiences is an essential piece of brand planning. On a global basis, new geographical markets are a possible rst step. On a local level, new audience opportunities can come in many forms such as age, gender, distribution channels and many others.

Here are some key aspects that should be considered when identifying the right new audience strategy.