Nearly half of Brits find labels like “millennial” or “Gen Z” to be “unacceptable” – because they do not reflect a person's individual personality.
A poll of 2,000 adults found that three-quarters (76%) say their tastes change every few months – and half (51%) claim to be completely different people now compared to who they were pre-pandemic.
As a result, respondents find it frustrating when brands target them with content based purely on their age – without taking into account their personal, unique likes.
