Havas SE has researched benefits for brands of associating with music in the second installment of the FANS.PASSIONS.BRANDS study.
study
Global design consultancy FITCH has conducted an international study in Europe, Russia and China to learn what influences purchasing behaviours of younger people aged 14-19, a so-called Gen Z. It was discovered that these shoppers, who represent the most culturally diverse type of consumers today, has their own “Five-point path to purchase.” The study is based on ethnographic interviews and first-hand feedbacks as well as design-focused observations.