W+K’s Marcus Collins on culture's influence on what and why we buy
On Strategy Showcase
Is There a Congruence Between Brand and Product?
"We have to be intimate with people, not consumers, but you know, machines that eat messages and crop cash," she says. "Tribal collectives become better predictors of their behavior than any generational label." 'This is moving away from Gen Z and millennials ... looking at people by the vehicle they use'
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