Cultural marketing agency Culture Group and storytelling platform Wattpad have collaborated to produce a whitepaper positioning Gen Zs as “the Creation Generation” because of their love for creating stories and sharing them with the world. Gen Zs grew up with the Internet, which has democratized creation in a way never seen before by allowing everyone to express their thoughts. It is clear that Gen Zs care more about issues and are more willing to express themselves.
Michael Patent, Founder & President of Culture Group, is a leading authority in the Culture Marketing conversation in Asia Pacific. Having been at the forefront of marketing and partnership innovation for nearly two decades, Michael has acquired an aptitude for leveraging the power of popular culture to create brand experiences.
Michael’s perspectives on brand marketing and consumer engagement have been featured in Campaign Asia, HypeBeast, IGN, The Drum and The Peak. Today, we talk about how Gen Zs’ defining traits change over time, and how this will lead to different behavior, hobbies, likes and dislikes, etc.
About Culture Group
Culture Group is a brand advisory and integrated marketing agency delivering transformative cultural ideas across Asia. They are cultural provocateurs, makers, and thinkers who collaborate with brands to disrupt the norm, shaping consumer moments into brand movements. The company builds unique partnerships between brands and entertainment properties, articulating its vision and executing a strategic approach across all consumer touchpoints. Our client list includes some of the most recognized and well-respected brands in Asia.
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