generation z

Protein Agency on Generation Z’s Brand Skepticism

Protein Agency on Generation Z’s Brand Skepticism

Founded in London in 1997, Protein is a multidisciplinary insights and creative strategy agency that has worked with some of the world’s leading brands like Nike, Google, and Anheuser-Busch. They recently released their 2017 Youth Report, exploring the ways that Generation Z perceives and relates to brands, with sometimes surprising results. This resonated with Culture™’s own interest in younger generations, particularly as they become the creators, decision-makers, and audiences of cultural collaborations. We invited Protein’s Insights Director Jamie McCracken to share a few key takeaways from this year’s study below.