Gen Z is here, and brands need to be okay with giving up control

An IAB SEA+India webinar outlined how brands need to change their mindsets in order to better connect with Gen Z consumers.

Brand authenticity may be the name of the game for marketers of late, but as Kantar Millward Brown director Chito Jusi revealed, their biggest challenge may lie elsewhere.

Speaking on a panel at an IAB SEA+India webinar, Jusi recounted a conversation with a client who, while looking to advertise on TikTok to reach younger audiences, was facing resistance from his global headquarters due to concerns over brand safety and guardianship.

Known for its less veneered user-generated content (UGC), the micro-video platform is particularly popular with Gen Z audiences. Defined broadly as those who were born starting from the mid-1990s to...

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