Gartner Research

Consumer Insight: Boy Trouble — How Marketers Can Win Gen We Guys Without Losing the Girls

Published: 17 May 2016

ID: G00363783

Analyst(s): Iconoculture Research Team


Today's kids aren't just straying from defined gender paths. They're creating new ones. But Gen We isn't marching single file into this new terrain. Boys and girls are at different points in the journey. So far only the bravest brands find themselves able to keep the beat and find the step.

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