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Gen Z: Bravery, or Bullsh*t?

Bravery is marketing jargon's holy grail. But what does it really mean?

Complacency kills and brands must be brave in order to survive. But much of what adland deems to be “brave” never escapes the echo chamber. Now, a new generation are calling bullsh*t on brands that promise and don’t deliver.

We’ve taken a look at how, when it comes to Next Gen consumers, the biggest risk for brands is not taking one.

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