Who Is Gen Z: the new mobile first digital natives

By Kerry Tracy Perhaps one can attribute it to the great recession but Gen Z is different in many ways from their millennial counterparts.  Many would describe this generation as fiscally responsible, hard-working, competitive and determined.   They are old-souls representing more traditional values and some authors have identified their personas as similar to those of…

CPG brands: Bigger not always better

There’s a lot of positives to being Goliath in the CPG space.  Resources and shelf space are generally readily available to the established brand giants.   Big ad budgets push the brand out to all targets that fall within their pre-defined demographic.   However, startup brands with limited resource (the David’s), particularly those targeting millennial consumers, are…