Marketing Opinion
Yagini Jain
Apr 03, 2025

From dreams to solutions: The new purpose of brands

To connect with Gen Z, brands must move beyond broad demographic studies and tune into cultural shifts to address real consumer needs, suggests Quantum Consumer Solutions' associate.

A ‘no-bullshit’ generation, Gen Z consumers are ruthless in their brand choices. They research, dissect, scrutinise, and reject anything that feels hollow. | Image credit; tonodiaz/Freepik.com

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