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  • Meet the Gen Z brand whisperers: ‘I come in and I’m like: don’t make some weird old-ass campaign!’

    Meet the Gen Z brand whisperers: ‘I come in and I’m like: don’t make some weird old-ass campaign!’
    Big companies are turning to young people to avoid falling foul of Gen Z’s values. One even has its own ‘ZEO’. But is it driven by principles – or profit?Just after April Fools’ Day in 2017, Pepsi debuted a short film that seemed to many like a bad joke. In the two-and-a-half-minute Live for Now advert, Kendall Jenner joined a protest against nothing in particular; the model marched with a laughing crowd who were waving signs bearing vague slogans like “Join t
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