Industry Insights

Generation Alpha or Gen Alpha, people born (and… yet to be born) between 2010 and 2025 are the new darlings of ICPs and customer profiles.  This new gen will hit a whopping 2 billion by next year. For brands, this marks a greater urgency — time to gear up for new marketing strategies or risk…

There’s a lot to learn from Gen-Zers (beyond the latest TikTok trends or what “sus” means).   Generation Z, born between the mid-1990s and early 2010s, represents a particularly influential segment of online shoppers. Their digital native upbringing, coupled with their distinct values and priorities, shapes their approach to online shopping in big ways.   Examining the…

Marketers would be wise to follow the old adage of “give the people want they want.”   And now, more than ever, consumers want to buy from businesses that put sustainability at the forefront.   In fact, according to a recent study, 73% of Gen Zers are willing to pay more for sustainable products. It makes sense.…

The industry looooooves hyperpersonalization. I mean really loves it. What happened to a good ICP? Creating a nuanced profile and creatively targeting specific X. Even if you’re asking, but isn’t creativity in advertising being ruined? Aren’t we witnessing the dawn of a new era where human creativity takes a backseat to AI-driven optimization?  Hyperpersonalization took the…

When a tech giant announces a major change or opportunity – the response is usually unanimous anxiety. As Google announces the widespread availability of its Privacy Sandbox, the digital marketing landscape braces for a seismic shift.   The third-party cookie crumbles We might as well start with the big kahuna driving this change – the death…