Cannes Special Part 3: Samsung’s Benjamin Braun on Creativity in Brand Marketing
The TrustMakers
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The Importance of Gen Z Trust in Marketing
79% of Gen Z say it's important for them to trust the brands that they buy or use. It's actually been the highest of any generation that we've seen, which is sort of interesting because you think you would have to trust a brand to buy it. I think what sets Gen Zers apart is that they're more verbal about it. They seem to disregard forced, unauthentic things really quickly and beverbal about it.
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