The Year in Review: One of the Biggest Consumer Trends to Hit 2018

A year on from our report highlighting the trends to watch in 2018, and major industry developments have taken place, adding to the story of the trends we covered. The new kids on the block, Generation Z, have increasingly taken the place once held by millennials among marketers. Gen Z are leading the charge towards new forms of brand-consumer relationships, based around experience and entertainment. This is thanks to the increasing availability of tech-enabled creative tools in programmatic social ad formats, blurring the boundaries between experience and technology. The mobile payments race has also continued at full speed, with Hong…