The company’s annual digital and media predictions aim to provide marketers with a clear guide to the challenges and opportunities of the next 12 months. 

According to this year’s predictions, brands should focus on Generation Z, also known as post-millennials or centennials, who make up approximately 27% of the world’s population. They are encouraged to create better connected consumer journeys that are less intrusive with a smarter and more measured approach that discourages ad blocking.

The company also predicts that marketers will need to develop creative content that appeals to the imagination and emotions of the Gen Z consumer if they want to be accepted by them.

“Gen Z will not only change how brands communicate but also create challenges in how brands demonstrate authenticity and transparency in digital,” said Duncan Southgate, global brand director, media & digital at Kantar Millward Brown.

“Strategies that are likely to be successful include investment in digital platforms that allow consumers to co-create a shared brand experience; Gen Z will be hands on – they want to try it, take it apart and re-create it.”

Further predictions can be found here.