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Research papers

The walking Z

Every generation writes their own story. Up-close and personal with GenerationZ!Winning young consumers when they have reached legal drinking age is of highest priority for AB-InBev. In order to predict what the future of marketing could look like,...

Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Authors: Marco Gruhn, Kerstin Klaer
Company: AB InBev
November 16, 2016
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Citation

Gruhn and Klaer (2016a, November 16). The walking Z. ANA - ESOMAR. Retrieved February 17, 2025, from


https://ana.esomar.org/documents/the-walking-z